Pierre Lindh’s Journey from Underground Poker Player to Organising NEXT.io in Malta

_{Pierre Lindh traced his path from Sweden’s underground poker scene to a leading role in global iGaming for Casinos.com. (Image: Alan Evans)}

Pierre Lindh is the co-founder and managing director of NEXT.io, a content-driven events, media and publishing company that delivers news and insight to investors and iGaming professionals. 

He began his journey as a poker player in Sweden’s underground gambling community. From there, he lobbied for the legalization of poker in the 2000s. 

We caught up with Pierre in the main hall at the conference. This is how it went.

Alan: “I'm with Pierre Lindh, the organizer of NEXT.io in Valletta, Malta. Pierre, for people who don't know you, tell us a little about your journey. How did you come to be here in Malta organizing this fantastic event?”

Pierre: “Oh my God, we’ll do the very long and complicated story.

“I started one of the biggest underground poker clubs in Scandinavia in 2005, at the age of 18. That brought me into the world of poker, events and gambling.

“I was with the gamblers—as a gambler myself—for many years in the Swedish underground gambling community. After that, I became a board member of the Swedish Poker Federation. I lobbied for the legalization of poker in the 2000s.

“That eventually led me to Malta, where I joined Betsson. We started the event company and, many years later, here we are at NEXT.io Valletta 2025—culminating a long, long career in gambling and events.”

The Importance of Good Teamwork

Alan: “It’s a massive feat to organize something like this. But this venue in particular—it’s world-class, inspiring, beautiful.”

Pierre: “Thank you so much. We have a great team. As we like to say, I don’t really have much responsibility here these days—I’m more like the mascot of the event.

“My team is very adamant about keeping me away from the planning and everything, so I’m equally impressed with the work they’ve done.”

_{Pierre Lindh delivers opening remarks in Valletta. (Image: Alan Evans/Casinos.com)}

Embracing Diversity in the Gambling Industry

Alan: “The lineup of speakers is great. We heard some amazing, inspiring stories yesterday. One panel you hosted included the CEO of Alea, who spoke about losing his father and making a remarkable altruistic commitment to the company.

“This industry is often seen as colorful and even controversial, but do you find that most of the people working in it are genuinely hardworking and committed?”

Pierre: “You know what it is? This industry is a fringe industry, and the good thing is we don’t care where you come from. That’s not relevant to us.

“We’re an industry that embraces anyone willing to do great work. We don’t care if you’re a little different or on the outside of society. 

As long as you’re a good person and you’re willing to work hard, you’re welcome. That’s what I love most about this industry.”

Alan: “For a young Pierre in Scandinavia, did you ever imagine you'd be here surrounded by all this?”

Pierre: “No, it’s surreal. I told my team earlier to just take a moment and appreciate what we’ve created.

“I came from a little village in Sweden. Some of my team started as street promoters or unpaid interns with no experience. Today, they’re running this major industry event.

“We have world-class speakers and celebrities here. It’s something special, and we’ve come a long way.”

Exploring North American Expansion

Alan: “You’ve got some massive sponsors here. Next up, New York, right? What’s your message to U.S. businesses curious about the industry?”

Pierre: “Yes. The U.S. market is getting a second wind.

“Licensing used to be expensive and complicated. Now, for gaming suppliers, it’s one-tenth the cost it used to be. We’re also seeing growth in sweepstakes, prediction markets, daily fantasy sports 2.0 and social casinos.

“It’s a dynamic market and the time is right for the second wave.”

Alan: “What’s the number one issue the industry faces? Regulation seems tough, pushing some consumers toward the black market. What’s the fix?”

Pierre: “That’s a conversation I’ve had with many leaders. It’s easy to criticize regulators, but even from the industry’s side, it’s hard to pinpoint exact solutions.

“One issue is the disconnect between what’s good for consumers and what looks good politically. Tightening regulation might seem positive to voters, but many don’t understand the difference between a regulated and unregulated market.

“Only 5–10% of northern Europeans have gambled at online casinos. That means 90–95% have no clue what the black market is.

“If we want better regulation, we need to educate the public. Once they understand the stakes, politicians will have the incentive to make meaningful changes.”