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The Gaming CEO Who Said No to High Rollers
A sit-down with Immense Group's CEO, Jesper Kärrbrink

Welcome back to The Friday Fortune! It’s mid-July, which means half your team is on vacation, your inbox is a graveyard of auto-replies, and even your LinkedIn feed is starting to look like a travel blog. Even if you’re working from a beach chair or just dreaming of one, this is your weekly slice of inspiration to keep your marketing game sharp (even if your brain is slightly melted).
Every Friday, we deliver wisdom from CMOs, brand legends, and disruptive thinkers pushing the edges of marketing, and this week’s guest has quite literally transformed an entire industry.
Here’s what’s on deck this week:
A sit-down with Jesper Kärrbrink, CEO of Immense Group
How CeraVe built a $2B brand through education and entertainment
Behind Amtrak’s ‘chaotic brain rot’ social strategy

📈 Marketer of the Week
If there’s anyone who’s turned iGaming into a platform for purposeful, creative leadership, it’s Jesper Kärrbrink, CEO of Immense Group. With a career spanning print media, political engagement, and executive leadership at icons like Svenska Spel and Mr. Green, Jesper isn’t just riding the wave of digital transformation, he helped build the board.
Jesper’s journey into gaming wasn’t planned, it was instinct. While working in private equity, a headhunter called with an offer to lead Sweden’s state-owned gambling company, Svenska Spel. He said yes before the escalator he was riding even reached the top.
At Svenska Spel, he quickly realized the need to regulate and innovate simultaneously. He pushed to bring offshore competitors into the fold, advocated for early industry reforms, and helped launch one of the world’s first player-protection systems by reverse-engineering churn models to identify problematic gambling behavior. He saw regulation not as a restriction but as a framework for innovation and integrity.
That same thinking now fuels Immense Group. Under Jesper’s leadership, and alongside operational CEO Alexander Stevendahl, the company has moved away from chasing high-roller profits and toward building a long-term, player-friendly model. Average revenue per user has dropped intentionally, by as much as 45%, in favor of attracting sustainable, recreational customers.
The group’s brand strategy is equally calculated. By launching additional names like Kunga Slots, Mega Riches, and Dibet, Immense is expanding its reach across different audience segments without diluting its core values. Each brand has its own personality, but shares a backbone of player protection and creative risk-taking.
And their marketing? Clever, unconventional, and quietly effective. Jesper shared how Immense bought and wrapped an entire fleet of delivery trucks with Mr. Vegas branding. No tracking pixel needed, just good old-fashioned visibility on the streets. It’s the kind of guerrilla tactic that stays top of mind without ever asking for a click.
He also reflected on what really drives virality. While working with Svenska Spel, a series of events, including a million-dollar scratch ticket win and a supply chain fire, created a media frenzy that couldn’t have been scripted. “You need a good campaign, you need a good product, but that product and that campaign basically needs some luck to fly like that,” he said.
Looking ahead, Jesper sees iGaming merging with casual gaming, sports betting becoming more integrated into the viewer experience, and AI playing a major role in everything from fraud detection to adaptive gameplay. But the biggest shift is mindset. In his words: “It will go so much faster…and some of these will also happen within iGaming. So my take is to keep an open mind.”
Jesper’s Takeaway
Jesper’s entire leadership philosophy can be summed up in this: “The more I train, the more luck I have.”
It’s a simple idea with big implications, for marketers, founders, and anyone building for longevity. Create the conditions for success, then let luck meet preparation.
To hear more about how Jesper is leading Immense Group with purpose, creativity, and long-term vision, listen to the full episode of CMO Weekly.

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.
How CeraVe built a $2B brand by blending education and entertainment. Who knew dermatology could be this fun?
Behind Amtrak’s ‘chaotic brain rot’ social strategy. Maybe sometimes the best brand voice is complete digital chaos.
5 AI predictions for the second half of 2025. The rest of 2025 just got a whole lot more interesting.
How OpenFortune Created a Fresh Approach to Advertising for Dr. Squatch. Nobody saw it coming, and that's exactly what made it brilliant.

That’s a wrap for this week’s Friday fortune.
If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.
Until next time, may your marketing be memorable and your cookies always be fortunate!
— The OpenFortune team