He had joined the Group as Chief Digital Officer and a member of the Group Executive Committee in April 2018. Ulrik was previously President and Chief Executive of Betsson Group, the Stockholm listed betting and gaming company that operates via gaming licences in 11 countries across Europe and Central Asia, until stepping down in September 2017. Ulrik has a B.Comm. from Dalhousie University in Canada, where he also played varsity ice-hockey. He is a fan of Chelsea FC.