Casino equipment and lottery services firm Scientific Games Corp has announced the appointment of Ashley Sandyford-Sykes as senior vice president of its newly-created business unit SG Digital.
The hiring aimed to “accelerate” SG Digital’s strategy regarding digital gaming, sports and iLottery, the firm said in a press release issued on Wednesday.
The firm said the executive would have “full responsibility for SG Digital’s nine game studios behind hit titles such as Rainbow Riches, Foxin’ Wins and Wild Play Superbet”, a reference to several company slot gaming products.
It added: “Sandyford-Sykes’ arrival completes the full set of previously-announced product and technology appointments.”
The appointments collectively would help support the group’s expanded customer base in the United Kingdom and in the ongoing member states of the European Union, and establish “new capabilities” in North America to meet “growing demand” for gaming products and possibly expansion of the sportsbook segment, should the U.S. become a “newly regulated market” in that area, said Matt Davey, group chief executive of SG Digital, in a prepared statement included in the Wednesday release.
Scientific Games said Mr Sandyford-Sykes had “held a number of executive roles in the industry and has lectured on slot product development and content strategy”. He will join SG Digital on May 1 at the Chiswick office in London.
SG Digital was launched last month to run the group’s interactive business-to-business products and services and the sports betting products of the recently-acquired NYX Gaming Group Ltd.
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"We are building momentum and continuing to grow our business while at the same time operating more efficiently"
Chief executive and president of casino equipment maker and lottery services supplier Scientific Games