What can we expect from the new head of Merkur, Lars Felderhoff?

Lars Felderhoff was officially handed over the sceptre from ‘vending machine king’ Paul Gauselmann on 1 October. We will probably be hearing or reading a lot about the new man at the helm of Merkur in the future. After all, he is now head of Germany's largest gaming group and one of the most important companies in the industry worldwide. We take this as an opportunity to take a closer look at Felderhoff. Who is he, where does he come from and how will he manage the Merkur Group?

When massive upheavals occur in gaming companies, this often has an impact not only on the companies themselves, but ultimately also on the people who use their services. Sometimes the old direction remains largely unchanged, as in the case of the new management at MGA. Occasionally, however, major changes are associated with a change of leadership, such as at Microgming, whose new CEO will take the brand more ‘back to the roots’. And occasionally a more subtle and long-term change occurs. The latter is also to be expected with the current change of leadership at the Merkur Group.

At the end of September, the Group announced a ‘generational change’ in a press release on 1 October 2024. Shortly afterwards, we also reported that Paul Gauselmann would be retiring at the age of 90. Gauselmann announced 48-year-old Lars Felderhoff, previously CFO of the Merkur Group, as his successor.

Lars Felderhoff's expertise in international financial markets and regulatory challenges could be exactly what Merkur needs at a time when digital change and new markets are playing an increasingly important role. With Felderhoff at the helm, a gradual but noticeable turnaround can be expected - especially in the areas of innovation and expansion. What exactly this could look like and how the new Merkur boss got to where he is today will be examined in more detail below.

Portrait and career: How Lars Felderhoff came to the top of the Merkur Group

Lars Felderhoff, born on 23 May 1976 in Rahden, East Westphalia, has deep roots in the region that is also home to the Merkur Group. He came into contact with the company, which plays a formative economic role in the region, at a young age. Felderhoff's family ties and his early acquaintance with the Group laid the foundations for his professional career. After training as a banker and studying business administration at the Leuphana University of Lüneburg and Växjö University in Sweden, Felderhoff added to his qualifications with an MBA at the renowned Manchester Business School.

However, his career in the gaming industry did not begin directly at Gauselmann, but at Atronic Austria, a former subsidiary of the Group, where he started his career in 2000. Before that, he had already gained his first insights into the parent company as a trainee in 1997. Positions at G-Tech (now IGT) from 2007, one of the world's leading suppliers of gaming systems, and at Metro Cash & Carry International gave him valuable experience in international corporate management.

Felderhoff finally returned to Gauselmann in 2011 and took on the role of Commercial Director at ADP, the subsidiary responsible for the development and distribution of Merkur products. Here he had overall commercial responsibility for over 40 operating units, both nationally and internationally. This global experience cemented his reputation as an analytical and strategic thinker, which earned him the position of Chief Financial Officer (CFO) of the entire Group in 2018.

During his career, Felderhoff has worked in various international markets, including the USA, Austria and Monaco. This global perspective and his understanding of global financial operations are key aspects of his leadership skills. By working in different cultural and regulatory environments, he broadened the company's profile and was instrumental in driving its global expansion.

His pragmatic approach certainly contrasts with Paul Gauselmann's charismatic management style, but it is precisely these qualities that could make the Merkur Group future-proof in an increasingly digitalised and regulated industry.

What can we as players expect from Lars Felderhoff?

Felderhoff's work to date, his approach to business and his fundamental character traits certainly allow certain conclusions to be drawn about the direction in which he could steer the Merkur Group.

He generally brings with him a sober, structured management style that is quite different from that of his predecessor Paul Gauselmann. As an analytical thinker with a strong focus on efficiency and professionalism, he has already signalled on several occasions that his vision for the Merkur Group is based on long-term and sustainable growth. For Spieler, this means that the central focus will probably not only be on expanding the company into new markets, but also on optimising the existing range.

One of his most striking statements in recent months relates to the current gaming regulation, which he criticises as inadequate. Felderhoff sees the current legal framework as an obstacle to innovation which, in his view, unnecessarily burdens the legal gambling market and favours the black market. This position suggests that under his leadership, there will be increased efforts to liberalise gambling laws and focus more strongly on digital offerings. This could mean that players will benefit from more innovative products and a more modern gaming experience in the future.

Felderhoff also stands for the modernisation of Merkur's internal processes. His expertise in financial management and his experience in international business suggest that he will also drive forward the expansion of digital platforms and the use of new technologies such as AI or blockchain in the gaming sector. This could lead to a better user experience, for example through optimised gaming processes, higher security standards and personalised experiences.

Unlike Gauselmann, who was a highly publicised figure, Felderhoff is likely to be less in the spotlight, which should lead to a quieter yet consistent management of the company. Players could benefit from a clearer structure and possibly stricter but more transparent business processes, especially in terms of security and responsible gaming.

Conclusion

Image source: Screenshot von https://merkur.group/ueber-uns/wir-sind-merkur/unternehmensfuehrung/