End product: Kindred Group’s Erik Backlund on switching from sportsbook to CPO

EGR sits down with the newly appointed chief product officer to discuss diversification, differentiation and his long career in online sports betting

After spending more than a decade heading up Kindred Group’s sportsbook division, Erik Backlund finds himself in a new hotseat. Appointed chief product officer (CPO) in October to replace the outgoing Fredrik Kjell, the former Siemens marketing manager has reached a new zenith after almost 16 years with the Stockholm-listed operator. Stepping up to the…

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