Edward Ihre is the founder of Ihre Consulting AB in Sweden in March 2010 and also the founder of Codeta, the global online table games casino (2015). He has been in the gaming industry since 2002. Mr.Ihre was the Managing Director of Ladbrokes Poker, from September 2007-March 2009. Ladbrokes is a global-leader in the betting and gaming market, taking up to 10 million bets each week and over £14 billion in stakes each year. Prior to this, he was the Director of Partnerships and Affiliations for PokerStars, Isle of Man from December 2006- August 2007, and for Ongame/PokerRoom.com (later BWIN), from November 2004- December 2006. At PokerStars, he was responsible for developing PokerStars' global portfolio of affiliate and commercial partners, as well as identifying and optimizing new growth opportunities. He increased the affiliate contribution of new customers tenfold, from 4% to 40%, while at Ongame/PokerRoom.com, Mr.Ihre redesigned and restructured its affiliate program, taking it from an unknown to the most recognized in the industry. Mr.Ihre was the Managing Director of Parbet UK, from September 2002-April 2004. Previously, he has held various senior positions in media companies in Sweden including IEC in Sports and Digiscope. Mr.Ihre has global experience in the poker space and is highly respected in the competitive online gaming industry and is also Member of the Board of GoldBlue Ltd.