Gentoo Media has appointed former Raketech finance chief Måns Svalborn as CFO, with the executive due to start in early October.
Svalborn will replace Mads Haugegaard Albrechtsen, who resigned on 28 May after supporting the business through a broad restructuring. Gentoo said its strategy, operations and financial outlook remained unchanged following his departure.
Svalborn brings more than 20 years of finance experience. He spent over six years as group CFO at Raketech, another listed gambling affiliate.
Finance is only part of his experience. He also handled legal work, compliance, investor relations and the practical side of running the business. Funding rounds, capital markets and governance came with the job, as did acquisitions that crossed national borders.
Earlier in his career, he worked in senior finance positions at Nordea Bank. Before that came audit work at Ernst & Young.
CEO Jonas Warrer said Svalborn’s background and affiliate experience suited Gentoo’s next stage of development. The appointment gives the group a finance chief already familiar with the sector’s operating demands.
Warrer explained: “[Måns’] combination of listed-company experience, deep financial expertise and proven leadership within listed iGaming affiliate businesses makes him an excellent addition to Gentoo Media.
“I am confident he will play an important role as we continue executing on our long-term growth strategy.”
Gentoo has operated independently since Gaming Innovation Group completed its corporate split in September 2024. The media arm became Gentoo, while the platform and sportsbook business moved into GiG Software.
Gentoo owns a string of established affiliate brands, among them AskGamblers, Time2Play, CasinoTopsOnline, WSN and Casinomeister. Its shares are listed in Stockholm under the G2M ticker.
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The appointment lands after a stretch of senior changes and cost cutting. Gentoo removed about €3m from quarterly spending during the opening three months of the year.
Staff numbers also dropped sharply. Headcount fell from 404 to 292 as the company pushed ahead with the strategic reset begun in 2025.
Revenue slipped 5% to €24m, with weaker sports margins contributing to the decline. The profit picture moved the other way, however, as EBITDA before special items climbed 19% to €10.5m, while the margin widened to 44% from 35% a year earlier.
Cash generation improved as well, with operating cash flow up 61% to €7.4m.
Gentoo also replaced its revolving credit facility with an €18m shareholder-backed loan structure. It paused a planned bond refinancing after reviewing market conditions and investor terms.
Affiliate businesses have made similar changes during 2026. Raketech named Victoria Darmanin interim CFO after Svalborn announced his departure. The company has also pushed a platform-first strategy centred on subaffiliation and AffiliationCloud.
Catena Media expanded its MRKTPLAYS subaffiliate platform in January through MRKTPLAYS+. Its first-quarter revenue rose 26%, while adjusted EBITDA increased 191%.
Better Collective continued cutting costs while directing more money towards paid acquisition. Its paid-media spending rose 9%, while staff costs fell 6%.
Across these companies, recent disclosures show lower staffing costs, larger paid-media budgets and deeper subaffiliate operations.
