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  • Rootz promotes Sam Brown to CEO as co-founder Lasse Rantala becomes board chair

Rootz has promoted chief commercial officer Sam Brown to CEO after one year with the company.

Brown takes over from chief exec and co-founder Lasse Rantala, who will now step up to the role of chair of the board.

Rootz was founded in 2018 and is focused on the backend provision of iGaming software and solutions for casino brands, with a client portfolio led by Wildz.

Brown boasts more than 15 years of experience in the online gambling industry having started his career as a graduate with Ladbrokes back in 2004.

Executive roles followed at both Betfair and Betsson, before Brown became a live casino director at NetEnt between 2015 and 2017.

He then netted his first CEO role with Rolla Services, an online casino brand that launched on the GiG technology platform.

Prior to joining Rootz in June of 2022, Brown spent three years as the CCO of Malta-based operator Hero Gaming.

“As I pass on the mantle of CEO to Sam, I am filled with immense pride and confidence.”
Rootz co-founder Lasse Rantala

“After an exciting first year at Rootz my passion for the business has only grown stronger,” said Brown.

“We have a great vision for the future, and have the people, technology, and ambition to deliver it. It’s an honour to be entrusted with the next phase of the Rootz journey.”

Former CEO Rantala worked as a consultant for Nordicbet for more than a decade until 2014, after which time he became the CEO of Rizk Casino.

He then spent a short spell as a product owner with GiG before co-founding Rootz in 2018.

“As I pass on the mantle of CEO to Sam, I am filled with immense pride and confidence,” said Rantala.

“Sam’s commitment to excellence, strategic mindset, and passion for innovation make him the perfect fit to lead Rootz into its next chapter.

“I have full faith in his ability to steer our company to even greater heights and the board is fully dedicated to offering him unwavering support every step of the way,” he added.