The newly created SG Digital, an arm of Scientific Games Corporation, has announced a fresh leadership appointment, completing the “the full set of previously announced product and technology” arrivals.

Joining as Senior Vice President of the division’s content arm on May 1 is Ashley Sandyford-Sykes, who is set to have responsibility over SG Digital’s nine game studios, after holding down a number of executive roles in the industry.

In its statement, Scientific Games details that the new appointemts allow an acceleration of “its customer-driven, product-led strategy across digital gaming, sports and iLottery.”

Matt Davey, Group Chief Executive at SG Digital, commented: “We are excited by the reception SG Digital received at ICE Totally Gaming and the opening of our new Krakow development centre, designed to meet the increased demands of our expanding product portfolio.

“As an executive team, we are filled with a powerful sense of what we need to do to stand up and seize the opportunity in front of us. The changes announced today are aligned with that ambition, and I look forward to leading a division of outstanding product and technology talent.

“We’ve formed an extremely powerful team of technology and product leaders who are moving quickly with a dual focus. Firstly, maturing our EU-centric development and product capabilities to better support our larger UK and EU customer base, and secondly, establishing new capabilities in North America to meet the growing demand for our gaming products and be prepared for sportsbook expansion, should the U.S. become a newly regulated market.

“As SG Digital, as an executive team, as individuals, our goal is to deliver on our customer-driven, product-led strategy with clear focus at speed, as SG Digital and across the entire Scientific Games Corporation, we are on our way.”

Also joining are Former Ladbrokes Chief Product Officer and Sportsbook Director Keith O’Loughlin as SVP Sportsbook and Platforms, Dylan Slaney, previously a Global Innovation Director at Dunn Humby, who will serve as SVP Gaming, and ex-Oracle VP Chris Armes as the division’s Chief Technology Officer.