The industry veteran was formerly CEO of affiliate Catena Media and his appointment comes in time for PlayStar’s launch in the New Jersey market later this year.
Hellberg will oversee the online casino brand’s ambitious introduction to the US market with additional state launches planned for next year.
The new CEO was also previously CEO and chairman of Readly, taking it from a start-up to a NASDAQ listed company.
In 2009, he went on to join Nordic Gaming Group (NordicBet) as CMO and was promoted to CEP just five months later. Under his leadership the business soared and three years later it was acquired by Betsson Group.
Hellberg said: “I am delighted to join PlayStar as the team gets ready to launch into the New Jersey market later this year.
“In PlayStar I see a challenger brand that has what it takes, both in terms of product and management team, to become a major player in the US market as it continues to roll out”.
PlayStar EVP Adam Noble said: “It is a great time for Per to join PlayStar as we get ready to bring our concept to market and really start to build momentum behind the business.
“It’s the perfect time for Per to join and set the company up for success”.
