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Robin Reed’s LiveSpins start-up has recruited former NetEnt and Flutter Entertainment executive Michael Pedersen as its new chief commercial officer (CCO).

Pedersen boasts more than 14 years of experience in the online gambling sector and most recently served as director of acquisition and brand at PokerStars.

His entrepreneurial side has also seen him co-found companies including iGaming NEXT and Nordic-facing online casino brand LetsBet.

Pedersen will now turn his attention to managing all aspects of LiveSpins’ commercial strategy, including sales, account management and marketing.

He will also act as a key figurehead for the brand at conferences, media events and forums, as it looks to expand its operations and build its profile going into 2022.

Having launched at iGaming Next: Valletta ’21 in October, LiveSpins allows multiple players to view their favourite streamer and bet behind their play.

This effectively creates a group bet and shared betting experience on the same spin, while each player is free to choose the bet amount and number of spins they prefer.

Players can also chat with other participants in the group and add reactions as the streamer spins the reels, with the product primarily focused on social engagement.

Pedersen said: “LiveSpins is undoubtedly one of the most exciting and innovative brands in the online gambling industry and I’m delighted to be given the opportunity to add my commercial leadership experience to what is already a highly-skilled team.

“I’ve been an early believer in creating social casino experiences and the LiveSpins product has really cracked the code and is creating a completely new category in the casino space.”

Former Gaming Innovation Group (GiG) CEO Reed, who unveiled the concept at iGaming NEXT: Valetta, added: “LiveSpins was founded with a vision to socially charge the iGaming space.

“As we are moving to Web 3.0, we need the industry to follow suit if we are to stay relevant and increase the appeal of our product.

“Since delivering his master thesis on social media a decade ago, Michael has worked both on the supplier and operator side and has both the passion, experience and network needed to make LiveSpins valuable to users, game studios, streamers and operators alike.

“We are extremely pleased to see Michael join us.”

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