Company
EMB Mission Bound AB (Nasdaq First North: EMB) is a holding and venture group focused on the long-term development of the entertainment ecosystem. Our parent company provides the strategic oversight, capital markets communication, and governance that enables our subsidiaries to thrive as focused, entrepreneurial entities.
Vision
To become the world’s most connected entertainment ecosystem, where businesses, technology and talent come together to create extraordinary value.
Mission
To create long-term value by acquiring, empowering and scaling businesses that shape the future of connected entertainment.
Value
Our values guide how we build, invest, and grow as a group. They shape how we work with our people, portfolio companies, partners, and the wider market.
Value 01
We act with honesty, transparency and accountability, building trust with our people, partners, customers and shareholders through responsible decisions and ethical business practices.
Value 02
We embrace challenges with determination, adapt to change and remain focused on delivering sustainable long-term growth through every stage of the business cycle.
Value 03
We continuously challenge convention, leveraging technology, AI and creativity to develop better products, smarter solutions and new opportunities across our ecosystem.
Value 04
We move with purpose, make informed decisions quickly and adapt to changing markets, enabling our businesses to seize opportunities and stay ahead of the competition.
Our Executive Committee brings together experience across technology, operations, finance, legal, commercial development, and corporate governance.
With transparent decision-making, disciplined execution, and close collaboration, our leadership team is focused on building a business with strong fundamentals, clear direction, and sustainable growth.
Executive Chairman
Calvin Lim brings over two decades of leadership experience across software development, gaming, and strategic business growth.
After joining the board of LL Lucky Games in 2022, he played a central role in the company’s evolution into EMB Mission Bound. As founder and Executive Chairman, Calvin continues to drive the Group’s strategic direction, expansion, and development of its integrated business ecosystem.
Shareholding: 85,934,811 shares
CEO
Michael Li brings extensive leadership experience across software development, systems integration, and technology-driven businesses.
Before joining EMB Mission Bound, he held senior roles at CYTechLAB, DGC Inc., and Nogle Limited, where he led the development of the bond-trading platform Bondlinc. As CEO, Michael oversees the Group’s strategy and operations, aligning its businesses and technology to drive sustainable growth.
Shareholding: 207,484 shares
COO
Richard Hau brings over 15 years of leadership experience across consumer goods, automotive, telecommunications, and other complex technical sectors.
With a strong focus on operational efficiency, he has worked with high-profile clients, led agency restructures, and fostered collaboration across organisations. Previously Global Head of Business Development and Delivery at WPP, Richard now strengthens alignment across the Group, helping its businesses collaborate and scale effectively.
Shareholding: 13,000 shares
CFO
Keat Wong brings extensive international finance leadership experience across professional services, logistics, and global consumer businesses.
He began his career at KPMG and Deloitte before holding senior leadership positions at Herbalife, CEVA Logistics, and C.H. Robinson. As Group CFO, Keat leads EMB Mission Bound’s financial strategy, strengthens financial management, and supports the Group’s long-term growth and expansion.
Shareholding: 57,540 shares
Head of Legal
Emma Olsson brings nearly two decades of legal and compliance experience across highly regulated industries and emerging markets.
Throughout her career, she has advised senior leaders and helped listed and privately held companies build effective legal and compliance functions while navigating evolving risks. At EMB Mission Bound, Emma provides practical, risk-balanced guidance that supports strategic decision-making and the Group’s continued growth.
Shareholding: 0 shares
The Board combines entrepreneurial insight, strategic leadership, and technical expertise to guide EMB Mission Bound’s long-term direction.
Executive Chairman
Board member since 2022
Calvin Lim brings over two decades of leadership experience across software development, gaming, and strategic business growth.
Board Information
Board Member
Board member since 2024
Cosmin is a seasoned technology leader with expertise in infrastructure operations, network architecture, and cybersecurity.
Board Information
Board Member
Board member since 2024
Hans is a private investor who contributes extensive management experience and an investor’s perspective to the Board.
Board Information
Global Presence
Our presence across Europe and Asia allows us to combine local market understanding with group-wide resources: helping our portfolio companies stay relevant, agile, and connected to opportunity.
