Scientific Games has added key experienced industry professionals to its SG Digital group to drive marketing services as part of its sportsbook operations team in Gibraltar. This bolsters the company’s B2B and B2G offerings in support of its base of lottery, gaming, and sports betting customers.

Charlie Riggs, Rick Leask, and Allison Lynch are among the new appointees that will bring SG Digital’s Marketing Services operation to the next level, said the firm, further enhancing partner capabilities in the sportsbook space.

These individuals, supported by a team of 25, will manage brand and customer research, acquisition and retention, optimisation, analytics, and other day-to-day sportsbook functions. The team brings decades of experience from industry-leading operators, including William Hill and Playtech.

Keith O’Loughlin, SVP Sportsbook at SG Digital, said: “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. 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.”