SG Digital unveils sportsbook marketing service

25 October 2018

Scientific Games’ digital division has put marketing services at the core of its sportsbook drive after announcing the arrival of three senior hires.

Charlie Riggs, Rick Leask, and Allison Lynch have been recruited from Superbet to lead the marketing team within SG Digital’s sportsbook operations in Gibraltar. Romania-facing operator Superbet began a two-month redundancy process in Gibraltar in August, just a year after it announced plans to double its headcount in the jurisdiction.

The trio, supported by a team of 25, will manage SG Digital’s brand and customer research, acquisition and retention, optimisation, analytics, and other day-to-day sportsbook functions. The announcement comes a month after the formation of the sportsbook operations division, which will directly support customers with operations services to help grow their sportsbook businesses.

“These hires immediately ramped up our sportsbook efforts, empowering us to continue to build top-tier sportsbook technology for our global partners while simultaneously managing daily operations,” said Keith O’Loughlin (pictured), senior vice-president of sportsbook at SG Digital.

“We’re thrilled to have talented individuals with deep industry experience on board; marketing services will further cement our position as a leader and innovator in the sports betting industry.”

The team will work under Stuart Weston, vice-president of sportsbook operations, who is heading up the new sportsbook operation.

Riggs has been head of marketing at Superbet since last August and was previously head of internal communications at William Hill Online.

Leask joined Superbet as head of gaming marketing in January after spells as head of casino at Ladbrokes Coral and casino and games marketing manager at Gala Casino.

Lynch, who became head of optimisation at Superbet in January, spent seven years in executive positions at William Hill before departing last March to become Head of CRO and UX B2C at Playtech.

The company said the addition of marketing services will enhance the company’s offering to partners.

It said in a statement: “With the new team, SG Digital will have an industry leading marketing services team to complement the technology, product offering and platform, further solidifying SG Digital’s position as a leading global supplier of end-to-end sportsbook solutions.

“With these solutions now available, SG Digital’s partners are staged for long-term success in sports betting as they level up across their in-venue, retail, and online portfolios.”

Scientific has been one of the major driving forces behind sports betting growth in the US since the repeal of PASPA earlier this year. The company has secured a series of deals in states that have moved to legalise sports wagering in the wake of the Supreme Court ruling.

These include launching with Caesars in Mississippi, following a successful roll-out in New Jersey.

Scientific has also signed a deal with the Delaware Lottery and launched virtual sports in Pennsylvania, ahead of the full roll-out of legalised sports betting in the state.

In addition, Scientific recently brought in Alexander Ambrose as chief financial officer of its SG Digital division to support ongoing growth plans in the US, and acquired sports data firm Don Best.