Jonas Bergenblad has spent the better part of a decade working inside the iGaming industry, not writing about it from the outside. Before he ever optimised a title tag or built a content brief, he was an online poker player with a practical understanding of how real people make decisions at a casino table. That background is not a footnote. It shapes every sentence he writes.
Since 2018, Jonas has held roles at some of the most recognisable names in the regulated gambling space, including Raketech, Betsson Group, Kindred Group, and Finixio, before joining Game Lounge in May 2022, where he currently works as an SEO Expert. Across those roles, he has written, edited, structured, and signed off on iGaming content spanning online casino, sports betting, poker, and affiliate comparison formats, across Swedish, Romanian, English, and multi-market campaigns.
He is based in Spain.
Professional Background
Jonas began his iGaming writing career at Raketech in Malta in early 2018, producing casino content for Swedish-language affiliate sites. He wrote the bulk of that content himself, edited freelancer submissions before publication, and worked directly with SEO managers to ensure every piece met both editorial and technical standards. He also handled WordPress publishing and collaborated with UX and development teams on new site features, giving him early exposure to how content, design, and search interact in practice.
From Raketech, he moved to Betsson Group as a Website Content Coordinator within the Swedish marketing team, focusing on sports content, copywriting in both Swedish and English, and translating and proofreading content from freelancers. Within months, his interest in search led to a shift into the SEO Specialist role, where he took on keyword research, content planning, and management of SEO content across Betsson, NordicBet, and Betsafe for sports and casino.
At Kindred Group from 2019 to 2021, Jonas worked as an SEO Executive with ownership of the Romanian market across Unibet and Vlad Cazino. He managed content production, outreach, reporting, and technical SEO tasks including Google Analytics tracking configuration and site speed testing. He also contributed to central projects covering multiple Kindred Group markets and brands, including Sweden, the United Kingdom, and the United States. This gave him a working knowledge of how iGaming content performs under different regulatory environments and audience expectations.
After Kindred, he served as a Senior SEO Analyst at Finixio on a freelance basis before moving to Game Lounge, where he has been in his current role since May 2022.
Areas of Expertise
Jonas writes and strategises across the full spectrum of iGaming content, with particular depth in:
- Online casino reviews and game category coverage (slots, live casino, table games)
- Sports betting content and odds-related writing
- Affiliate comparison content for regulated markets
- Multi-market and multilingual SEO content strategy
- Content briefs and editorial guidelines for freelance writers
- On-page SEO, internal linking, and site architecture for gambling sites
- Technical SEO fundamentals including GA4, Google Search Console, Ahrefs, SEMrush, Majestic, and Adobe Analytics
His Swedish is native level. His English is professional working proficiency. He has written and managed content for audiences in Sweden, Romania, the United Kingdom, the United States, and other regulated markets.
Education and Certifications
Jonas holds a Bachelor of Science in Biomedicine from Halmstad University (2014 to 2017). He also completed a foundational course in Literature at Lund University, one of Sweden’s most respected academic institutions, where he developed the analytical reading and writing skills that underpin his editorial work.
On the technical side, he holds a Python Foundations certificate from ICE Campus (issued May 2021) and a Using Python for Automation certificate from LinkedIn Learning (issued January 2020). He also completed the Link Research Tools online training, earning an LRT Associate Certificate during his time at Betsson Group.
These credentials are not decorative. The Python training directly supported his analytical workflow at Kindred Group, where he began applying automation to SEO tasks, an approach that reflects the way he approaches content quality: methodically and with data behind it.
How Jonas Approaches iGaming Content
Jonas does not write from a template. His starting point for any piece of iGaming content is the question a real player would ask, shaped by his own time playing online poker and his years working alongside operators, affiliates, and SEO teams simultaneously.
He has sat on both sides of the content relationship. He has written the articles, structured the briefs, reviewed the freelancer submissions, and tracked the rankings over time. That full-cycle experience means he understands what makes iGaming content fail: vague claims, thin detail, bonus terms buried in boilerplate, and reviews that read like they were written by someone who never opened the site.
When he writes a casino review or a betting guide, the structure reflects how a player actually navigates a decision: what the licence means in practice, what the withdrawal process looks like, what the wagering requirements actually cost. Nothing in his content is there to fill space.
He has also managed freelance writers and content teams, which means he understands how editorial standards scale and where they break down. His content briefs are detailed by design.
Editorial Independence and Publishing Standards
Jonas operates under a clear principle: the content carries his name, and that is reason enough to get it right.
In his roles at Betsson Group, Kindred Group, and Game Lounge, Jonas has consistently worked within regulated iGaming environments where compliance, accuracy, and responsible gambling messaging are not optional. He is familiar with the content requirements of licences issued by the Malta Gaming Authority, the UK Gambling Commission, and other regulatory bodies, and he applies those standards regardless of the market.
His reviews and guides do not inflate ratings based on affiliate arrangements. Where a product has a weak point, the text says so. Where terms and conditions carry risk for a player, they are explained plainly. He does not produce advertorial content under the guise of editorial copy.
Content published under his name reflects his own research, analysis, and editorial judgement. When he commissions or reviews content from other writers, he applies the same standard. He does not publish content he would not stand behind in a direct conversation with a reader.
Responsible Gambling
Jonas takes the welfare dimension of iGaming content seriously. He has worked within frameworks established by licensed operators, including responsible gambling tools, self-exclusion information, and age verification standards, and he understands how content either supports or undermines those systems.
Content he produces or reviews includes accurate information about gambling risks where relevant, links to support resources for Australian readers such as Gambling Help Online, and avoids language that glamorises excessive play or misrepresents the statistical nature of gambling outcomes.
Get in Touch
If you have a question about a review, a factual correction to raise, or a topic you would like covered in greater depth, Jonas welcomes direct correspondence. Corrections are taken seriously and, where warranted, published transparently with the date of amendment.
Email: jonas.bergenblad@gamelounge.com
LinkedIn: linkedin.com/in/jonas-bergenblad-641b73133
All editorial correspondence receives a personal response.