Reporting directly to the operator's CEO, Romboli will be responsible for Svenska Spel deals within number games and lottery products.

The Tur (translated as the Tour) business area includes brands such as Lotto, Triss and Keno, billed by the firm as some of Sweden’s most famous.

Romboli leaves supplier NetEnt having joined the company in 2014 and will succeed Kristina Askstedt, who leaves Svenska Spel for a "new role outside the group."

Romboli said: "I am happy with the trust and really look forward to being part of developing some of Sweden's most famous brands."

Svenska Spel President and CEO Patrik Hofbauer said: "I am very happy to welcome Anna Romboli to Svenska Spel.

"Her solid expertise in branding issues will be valuable for managing and developing our popular brand names within number games and lotteries."