ComeOn Group has strengthened its management team with three senior appointments and an internal promotion, reinforcing its product development, technology operations and preparations for Finland’s regulated gambling market.
The Malta-headquartered operator has named Alex Woodhams as Chief Product Officer, Sara Nunes as General Manager for Finland and Kristoffer Ottosson as Director of IT Operations. Sherwin Jarvand has also been promoted from Chief Growth Officer to Chief Operating Officer.
Woodhams joined ComeOn’s London office on 14 September, bringing more than 20 years of product leadership experience. He previously spent five years as Chief Product Officer at Spotlight Sports Group, the owner of Racing Post, and most recently led Just Eat’s global customer product organisation across 19 markets. His career also includes roles at Tesco, Dell and O2.
Nunes takes responsibility for ComeOn’s Finnish operations as the country prepares to replace Veikkaus’ monopoly in online betting and casino gaming with a competitive licensing system in July 2027.
Her previous experience includes positions at High Roller Technologies, Rootz, Kindred Group and Betsson Group. ComeOn has not formally confirmed a Finnish market launch, but her appointment establishes dedicated local leadership ahead of the regulatory transition.
The operator already has a presence in neighbouring Nordic markets through its Snabbare brand in Sweden and Casinostuen in Denmark.
Ottosson joins from iGaming technology provider Internet Vikings, where he spent four years as Chief Operating Officer. He will oversee ComeOn’s IT operations, focusing on the technology infrastructure needed to support its expanding business.
Meanwhile, Jarvand’s promotion gives him additional responsibility for Customer Experience alongside his existing commercial and operational duties. The expanded remit is intended to bring customer service closer to the operator’s other customer-facing functions and improve player retention.
ComeOn CEO Juergen Reutter said the leadership changes support the company’s next stage of growth by strengthening three strategic areas: product development, local market management and technology.
He also highlighted Jarvand’s contribution to the business, explaining that the expanded COO role will help coordinate customer-facing operations as ComeOn pursues further growth across regulated markets.