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ICE – Scientific lays out the future for newly launched SG Digital

By - 10 February 2018

Scientific Games’ ‘watershed’ moment arrived at ICE 2018 with the launch of SG Digital, incorporating the existing portfolio of SG Interactive B2B products and services with those of the newly acquired NYX Gaming Group, to create the ‘most diverse supplier of digital gaming and sports betting technology and content in the industry.’

Bringing together some of the most established and successful brands in iGaming, sports betting and iLottery, SG Digital is an integrated industry leader that will boast products from the Company’s nine in-house game development studios – including Bally, Barcrest, NextGen and WMS Gaming. The division will also leverage the combined Company’s product offerings, including SG Universe, an online solution for land-based casinos, and OpenBet, a leading sports betting solution.

The SG Digital workforce will be over 1,500 strong, spread across 34 offices and will serve over 200 customers with over 2,000 games and 40 licences worldwide. SG Digital will complement the company’s three existing core Gaming, Lottery, and Social business divisions.

Leading SG Digital will be former NYX Gaming Group CEO Matt Davey, who assumes the role of Group Chief Executive, Digital. Jason Walbridge will become SG Digital Chief Operating Officer.

“The creation of SG Digital marks the beginning of an exciting and defining new era for Scientific Games and underlines the company’s continued ambition and dedication to provide the industry with the very best content, technology and digital products. Our vision is to be the world’s leading supplier of digital gaming, sports and iLottery solutions,” said Kevin Sheehan, Scientific Games’ President and Chief Executive Officer.

“With an array of innovative brands, unique products, market leading services and a pool of highly talented colleagues, SG Digital will allow the business to focus on delivering an even stronger proposition to our customers while creating further opportunities to accelerate growth in this constantly evolving and dynamic sector. Scientific Games is now perfectly positioned to capitalise on any future regulatory developments in both US and global markets across sports betting, gaming and lottery networks.”

Matt Davey, Group Chief Executive, SG Digital, said: “The acquisition and subsequent creation of a leader in the digital space is a natural strategic fit, and it’s a privilege to be tasked with leading and shaping the next stage of this unique journey. We have been busy integrating all content, systems, and platforms in preparation, while our skilled and dedicated teams around the world ensure we now provide unrivalled, seamless solutions as SG Digital.”

The sports betting supplier will combine its best of breed OpenBet platform with a newly-launched Managed Trading Service (MTS) offering full liability management with over 40 sports and 350,000 events covered annually. OpenBet has partnered with market-leading trading and data service suppliers in the industry to power the service that will allow operators flexibility to select a product tailored for their players. This strategic move combined with SG Digital’s commitment to continuously develop innovative products creates an unrivalled sportsbook proposition.

Keith O’Loughlin, Executive Vice President-Sportsbook and Platform, said, “This offering is a game changer for the market. We can now offer the most trusted sports betting platform as a turnkey solution by providing the widest range of events and markets in the industry coupled with full risk management capabilities and a fast time to market. This will allow a completely new wave of Operators to power their full operation on our platform and to support their growth long into the future.”

The latest enhancements to the OpenBet portfolio creates a complete sportsbook offering that encompasses five key products: Engage, Bet, Trade, Player and Platform. Included in the launch is the new ‘Insights’ data service that provides operators with a comparative view of their performance against the market, enabling better decisions with improved data. The OpenBet Trade product has an enhanced module ‘Tickers’, which is a fully customisable dashboard giving operators control by showing real-time activity across their multiple brands and products.

“The latest enhancement to our modular product offering is an example of how we’re building on our stable base and continue to innovate and evolve with the market trends for our customers,” said Mr. O’Loughlin.

An integral component to the product-focused strategy is the adoption and implementation of best-in-class development practices which bring together a product group of over 150 people across the business to drive the delivery of their product development roadmap and prepare for the anticipated regulatory changes in the US sports betting landscape.

“OpenBet is an established brand in the industry, and we’re well-positioned to capitalise on all emerging regulatory opportunities, particularly in the US which is sure to be an exciting territory for operators and their partners,” added Keith.

Key to the US entry preparation is the market specific product enhancements and recruitment drive to support the growth of the business. The supplier is in the process of hiring in multiple offices across the globe to focus on product development for the region.

Furthermore, the company is opening a new remote development centre in Krakow, Poland, to be staffed with a team focused on new products with the objective of accelerating growth and driving innovation across all the markets it operates.

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