Mikael Pawlo co-founder of Mr Green invests in start-up Forza Football

Mikael Pawlo the former Chief Executive and co-founder of European igaming operator Mr Green & Co (Mr Green), has invested in Gothenburg (Sweden) start-up Football Addicts (www.footballaddicts.com) the developers of next generation live score app, Forza Football.

The undisclosed funding round was carried out by Pawlo’s private investment firm Derzhava, who acquired its equity from existing shareholders.

Football Addicts aims to turn its Forza Football product into the industry’s leading live score app. Forza Football aims to dynamically integrate bookmaker feeds within its app, creating better engagement and conversion between user and football betting content.

Since stepping down as Mr Green CEO (December 2014), Pawlo has invested in numerous tech start-ups becoming a recognised Nordic investor.

Patrik Arnesson, CEO and co-founder of Football Addicts, stated that his firm had gained not only investment but a crucial mentor for its operations.

“Among our biggest customers are leading betting companies, and, since launching in 2012, we have worked with all of the industry’s largest brands. We truly believe in displaying relevant and targeted adverts instead of shouting about bonuses.”

“Since we are outsold in all of our major markets, we have shown that this strategy works both for our betting company partners and also for our users, who find our adverts relevant and useful. We conducted research into how our users felt about the adverts within Forza Football, and the majority told us that they were great.”

Mikael Pawlo commented on his latest investment

“Football Addicts has such huge potential because of its very fast live scoring, and that is why I became a Forza Football addict myself. I envisage vast potential in developing relationships between Football Addicts and iGaming companies. My investment company Derzhava gets zero voting rights and no board representation, but this serves it well. After all, Derzhava is investing in the hottest startup in Gothenburg and Patrik Arnesson is already a very accomplished CEO.”