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ComeOn reshapes leadership ahead of Finland's planned online gambling opening. ComeOn Group has appointed 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 become Chief Operating Officer, creating a leadership structure focused on product, local market preparation and technology as Finland moves towards opening its gambling market to competing operators in July 2027. Published 2026-09-19 · Updated 2026-09-19 · By Industry Editor · 1 views ComeOn Group has made three senior appointments and promoted its Chief Growth Officer as the Malta-headquartered operator prepares for its next phase of expansion. Alex Woodhams becomes Chief Product Officer, Sara Nunes takes responsibility as General Manager for Finland, and Kristoffer Ottosson joins as Director of IT Operations. Sherwin Jarvand has also been promoted to Chief Operating Officer. The changes matter because they bring product development, Finnish market planning and technology operations into sharper focus at a time when Finland is preparing to move away from its monopoly model. The market is expected to open to competing betting companies in July 2027, with ComeOn expected to be among more than 50 firms seeking to enter. The appointments do not confirm a licence or launch, but they provide the clearest public indication so far that Finland is becoming a strategic consideration for the group. Four appointments point to a coordinated growth plan. Woodhams has joined ComeOn's London office after five years as Chief Product Officer at Spotlight Sports Group, the owner of Racing Post. His wider professional background includes work with Tesco, Dell, O2 and Just Eat. At ComeOn, his remit places him at the centre of how the group develops and manages its customer-facing products across regulated markets. Nunes brings experience from High Roller Technologies, Rootz, Kindred Group and Betsson Group. Her appointment as General Manager for Finland gives the company a dedicated senior figure for a market that is still moving through legislative and structural change. That distinction is important: preparing for a new jurisdiction involves more than adapting a website, as operators must understand local expectations, licensing conditions and operational requirements before any commercial launch can take place. Ottosson joins from iGaming technology provider Internet Vikings, where he spent four years as Chief Operating Officer. His new role covers ComeOn's IT operations and follows a career focused on building and scaling technology functions. The company has not disclosed specific platform projects connected to his appointment, so the immediate significance is organisational rather than a confirmed product release. Jarvand's promotion completes the reshuffle. He moves from Chief Growth Officer to Chief Operating Officer, giving him a broader remit across customer-facing operations. Taken together, the changes create a leadership structure built around four practical responsibilities: product, local market management, IT delivery and operational coordination. | Appointment | Previous or relevant background | Reported strategic relevance | | Alex Woodhams, Chief Product Officer | Spotlight Sports Group; Tesco, Dell, O2 and Just Eat | Product leadership for the group's next growth phase | | Sara Nunes, General Manager for Finland | High Roller Technologies, Rootz, Kindred Group and Betsson Group | Local leadership as Finland prepares to open its market | | Kristoffer Ottosson, Director of IT Operations | Four years as COO of Internet Vikings | Technology operations and scaling capability | | Sherwin Jarvand, Chief Operating Officer | Promoted from Chief Growth Officer | Broader responsibility for customer-facing operations | Finland is the main market signal. Finland's planned transition away from a monopoly model is the most significant market context surrounding the appointments. Veikkaus has held the monopoly position, while the expected opening in July 2027 is set to create a more competitive environment for betting companies. According to the source material, more than 50 firms are expected to enter the market, making preparation and differentiation important well before the anticipated opening date. Nunes' appointment is not proof that ComeOn has secured access to Finland. It is, however, a clear organisational signal that the group is assessing the opportunity seriously. A general manager with experience at several established gambling businesses can provide a dedicated link between group strategy and local market work while the regulatory framework develops. ComeOn already has Scandinavian experience through the Snabbare brand in Sweden and Casinostuen in Denmark. Those existing operations give the group regional experience, but they should not be treated as evidence that the Finnish market will follow the same commercial or compliance model. Each jurisdiction has its own rules, licensing process and player-protection expectations. Why product and technology leadership matter to casino audiences. For readers who follow online casino products, executive appointments can appear distant from the content they see on a platform. In practice, product and technology decisions influence how operators organise casino categories, present titles, support account services and maintain the systems behind regulated customer journeys. The source does not identify a new ComeOn game, platform or feature, so the news is about capability rather than a player-facing launch. A comparison with common demo-reader use cases helps show why the division of responsibilities matters without turning the appointments into a product review. Different categories place different demands on how content is organised and explained, even when the underlying leadership priorities are shared. | Reader or product use case | Relevant organisational focus | What this appointment news does and does not show | | Browsing slot demos | Product discovery, catalogue organisation and reliable platform operation | Woodhams and Ottosson may be relevant to these broad capabilities, but no specific slot catalogue change was announced | | Comparing table-game categories | Clear navigation, consistent presentation and market-appropriate content | The leadership reshuffle signals product oversight, not a confirmed change to roulette, blackjack or baccarat content | | Using a regulated operator platform | Local management, technology controls and operational support | Nunes and Jarvand's roles indicate organisational preparation, not confirmed Finnish availability | This distinction is useful for industry observers. A leadership change can affect future priorities, but it should not be read as evidence of a new game portfolio, improved terms or immediate access to a market. Those developments would require separate announcements and, in Finland's case, the relevant regulatory steps. Technology capacity will be tested by expansion. Ottosson's appointment highlights the infrastructure side of the strategy. As operators prepare for additional regulated markets, IT operations must support internal reliability, product delivery and market-specific requirements. The source only states that Ottosson will lead the IT operations function and brings experience in building and scaling technology operations; it does not specify a new platform, migration or systems investment. That restraint is important in a market where technology claims can easily be confused with confirmed product changes. The appointment may strengthen ComeOn's ability to coordinate technology work as the business grows, but its eventual impact will depend on how the group allocates resources and responds to the requirements of each jurisdiction. Woodhams' product background and Ottosson's technology experience also reflect a broader industry pattern: operators need product development and technical delivery to work together. A new market can increase demand for localised customer experiences, operational reporting and dependable systems, while a larger product organisation must still work within regulatory and responsible-gambling boundaries. What to watch before July 2027. The next meaningful indicators will be regulatory rather than purely corporate. Observers should look for further details on Finland's licensing framework, the timetable for applications and the conditions that will apply to online betting and casino operators. None of those details are confirmed by the appointments themselves. * Whether ComeOn makes a formal announcement about applying for access to Finland. * How the company positions its existing Scandinavian brands in relation to the Finnish opportunity. * Whether new product or technology initiatives are announced under Woodhams and Ottosson. * How Jarvand's wider operating remit changes the group's customer-facing structure. * Whether the expected competitive field of more than 50 companies affects timing, positioning or market preparation. For the wider iGaming sector, ComeOn's reshuffle shows how operators are building dedicated leadership capacity before a market formally opens. The immediate news is not a Finnish launch or a new casino product. It is the creation of a management structure designed to connect local market preparation with product and technology execution, while the regulatory route towards Finland's planned 2027 opening continues to develop.

ComeOn Group hires new CPO as Jarvand promoted to COO. Former Just Eat product lead Alex Woodhams takes up CPO post as chief growth officer Sherwin Jarvand promoted to COO. September 18, 2026 Appointments Alex Woodhams Igaming operator ComeOn Group has bolstered its C-suite by hiring a new chief product officer and promoting chief growth officer Sherwin Jarvand to chief operating officer. Alex Woodhams takes up the ComeOn!, Snabbare and Lyllo Casino operator's product brief, joining from Just Eat, where he was senior director of product management. Woodhams was also previously chief product officer at Spotlight Sports Group and head of product at Tesco. Jarvand, who joined ComeOn Group in November 2020 as head of CRM, is now in his third C-suite role at the company having also been chief data officer. The operator of GetLucky and Hajper has also brought in a director of IT operations in Kristoffer Ottosson, formerly of Internet Vikings and NetEnt. Finland focus. Meanwhile, former High Roller Technologies chief commercial officer Sara Nunes has joined ComeOn Group as general manager for Finland ahead of the country's revamped gambling regulation going live next summer. Nunes has been country manager for Finland at Kindred as well as brand manager of Nordicbet at Betsson Group earlier in her career. 'Next stage of growth' "We are building ComeOn for its next stage of growth, and having the right leadership and capabilities across the organisation is a fundamental part of that," said CEO Juergen Reutter. "Alex, Sara and Kristoffer bring deep expertise across three areas that are increasingly important to its strategy - product, local market leadership and technology. "At the same time, Sherwin's promotion to chief operating officer recognises the significant contribution he has already made to ComeOn and gives him a broader mandate across its customer-facing operations. "Together, these appointments strengthen an already experienced leadership team and put us in an even stronger position to execute our ambitions in our regulated markets." Last December, ComeOn Group hired former Gamesys chief human resources officer Michela Tabone Valetta as its chief people officer. As well as its European ambitions, the company has also been working on its Ontario, Canada, presence, including by hiring American actor Jeremy Piven as a brand ambassador.