Welcome to my page! My name is
Mikael Peränen
Nordic Online Gambling Expert
Intro
I’ve worked in the gambling industry since 2011, starting at NordicBet in Malta during the online poker boom. Since then, I’ve moved from customer service into marketing, advancing from affiliate roles to leading central marketing across the Netherlands, Finland, and Estonia, — where I played a key role in growing a few well-known online casinos. Along the way, I’ve built successful affiliate sites with my business partner and contributed as a writer to Finnish and Swedish gambling media. Today I work independently as a consultant, helping online casinos grow by sharpening their marketing, strengthening localisation, and launching campaigns that truly connect with players.
– Mikael Peränen
Work Experience
July 2024 – Present
Gambling Industry Consultant (Independent)
July 2024 – Present
Pesper (a digital marketing agency)
Co-founder
May 2019 – June 2024
Play North
Director of Central Marketing
November 2022 – June 2024
Head of Affiliates
September 2021 – November 2022
Affiliate Manager
May 2019 – March 2022 – Tallinn
June 2015 – March 2019
Gaming Innovation Group (Rizk.com)
Head of Customer Experience
April 2018 – March 2019
Head of Customer Operations
June 2015 – April 2018
August 2012 – Current
Freelance Copywriter
Worked with several international gambling companies and affiliate sites on content creation and localization.
May 2013 – December 2013
May 2014 – August 2014
iGame
Customer Service Representative
July 2011 – 2012
NordicBet
Customer Service Representative
Brands where I moved the needle
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In the media
– Reuters: 3 October 2025
– Rahapelisanomat: 30 June 2025
– Casinonieuws 18 January 2023
– GPWA: 10 July 2022
– Yle: 3 February 2021
Publications
- Master’s Thesis: Personalomsättning inom onlinespelbranschen – en studie bland anställda som avgått (Employee turnover in the online gambling industry – a study among employees who resigned) (Hanken School of Economics, 2016)
- Bachelor’s Thesis: Kundupplevt värde i en onlinepokerkontext (Customer perceived value in an online poker context) (Hanken School of Economics, 2011)
Education
Hanken School of Economics
Master of Science (M.Sc.), Management and Business Development
Bachelor of Science (B.Sc.), Marketing