Scientific Games’ SG Digital division has recently initiated a new marketing service that will serve as the core of their sportsbook operations not long after they announced the hiring of three new senior staff.
Allison Lynch, Rick Leask, and Charlie Riggs have all recently been recruited by Scientific Games from Superbet, and are set to lead the operator’s Gibraltar marketing team. Romanian Superbet began their two-month redundancy process earlier this year in August, just a year after it announced its intentions of doubling its number of workers within the region.
The new trio will be backed by a tea of 25 team members, and will be managing SG Digital’s brand, optimisation, analytics, acquisition and retention, and customer research. They will also be in charge of the sportsbook’s day-to-day operations within the region. The announcement of the hire has come one month after the creation of their sportsbook operations division, which be directly assisting customers with services and growing their sportsbook businesses.
The team will work directly under vice-president of sportsbook operations, Stuart Weston, who is now heading the entire division. Riggs was previously the head of marketing at Superbet, and before that he worked in international communications at William Hill Online. Leask joined Superbet’s team as head of gaming marketing in January this year after leading Ladbrokes Coral and Gala Casino. Lynch spent seven years in an executive role at William Hill before leaving to become Head of CRO and UX B2C at Playtech.
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