One of the larger sportbooks in the world, bwin has assigned the former member of Boss Media, Peter Bertilsson, as the new Managing Director of poker subsidiary bwin Games AB, as the company looks to reorganise its poker business and create a B2B offering to exist alongside its successful customer business.

Peter Bertilsson was Managing Director of Boss Media from 2001 to 2006, and has more than fifteen years experience in the online gambling industry. Norbert Teufelberger, Co-CEO of bwin said: “We have convinced a true veteran of internet casino gambling B2B business to take the challenge leading this business unit. As the market environment changes in the fast moving online gambling industry, the B2B capabilities will be key for USA and Asia but also for riding the regulation wave in Europe.” Bwin said they will continue to focus on its B2C poker product alongside its core sports betting offering, they added that the appointment of Bertilsson will strengthen its B2B offerings. Teufelberger added: “To carve out a distinct and strategic B2B unit is the order of the day. It is time to evaluate, complete and enhance the product portfolio to prepare for the future.” Bertilsson will follow in Carl Klingberg’s footsteps as Managing Director of Bwin Games. Bertilsson said: “I am very happy to take this opportunity, there have never been greater opportunities within the gambling industry than right now and bwin has a very strong position to make these opportunities happen.” Bwin is following the example of the market leaders, PartyGaming and 888 both enjoy a well established B2B division and lucrative partnerships such as 888’s B2B deal with Harrah’s Interactive and PartyGaming’s recently announced exclusive contract with Denmark’s Danske Spil.