ARGO Gaming Group live with first sites

Report this content

The company, a startup in the online casino lead generation business, launched in March this year and has now launched sites for the German, Finnish and Canadian markets. On an ambitious schedule, sites for New Zealand and Japan are planned to launch in April.

- It’s full speed ahead at this time. We’re super proud how fast and efficient we’ve been able to go live with our first three sites. We had a suspicion we were perhaps a bit over ambitious with three sites our first month, but we actually came through with some margin, says Lars Wahlström, CEO of ARGO Gaming Group

never mind the bollocksARGO Gaming Group is a startup in lead generation focusing on the casino vertical. The main business area is SEO and SEM, search engine optimization and search engine marketing, but the company is also already live with native advertising, media co-operation and traditional media buying.The company is founded by Lars Wahlström, Niclas Borgström and Werner Töniste. Between the three founders they have +30 years of experience from the casino- and SEO industry.

- I’ve been in the industry since 2004 and worked both in B2B with platforms and B2C in the operating business, most recently as Head of Sweden for Vera&John and Jackpotjoy with one of the world’s largest gambling companies, Gamesys Group. Moving on to affiliation, or lead generation, felt both exciting and challenging, as well as a way of going full circle in the industry, so to speak. Besides, I’ve been working in a corporate environment for so long, I'm really looking forward to do a startup from scratch and build something great. With the competence and hunger between us three founders it’s just to buckle up, dig in and just go!, says Lars Wahlström

First to launch are comparison sites for the Canadian (, German ( and Finnish ( markets. 

- We’re already live with some initial media co-operations and media buying in Sweden. Our main focus are growth markets in and outside of Europe, but Sweden is our home market and we know it well both from an operating- and media point of view, mainly from my most recent role as Head of Sweden for one of the big gambling companies here in Sweden. I think it is a huge advantage to fully know all ins and outs of the operating business, now that we’re in the affiliation camp. We are confident that we can find smart ways with high ROI in Sweden as well, says Niclas Borgström, Head of Business Development.

Werner Töniste is Head of SEO at ARGO Gaming Group. He has worked with search for many years and has broad experience from many different industries, ranging from loans to casino; FMCG to B2B, most recently at Telenor.

- Going back to the casino vertical was a no brainer when Niclas and Lars approached me. I have a strong belief that we will work both better and more efficiently than many of our competitors, and the plans and visions we have for the company are now materializing with the release of these first three sites. Already this April we’ll release sites for another two more markets, so it’s really been full speed ahead from day one, says Werner.


Lars Wahlström

+4670-410 56 81


Introducing ARGO Gaming Group: a lead generation company in the iGaming industry. Founded in 2020 with +30 years of industry experience between the founders, and a serious hunger for results, we’re here to make an impact.

What we do is simple – we provide high value, quality leads to iGaming operators across the world.

How we do it? Our core competence is traditional affiliation marketing, native advertising and media buying.