After establishing its SG Digital entity last month, American gaming machine innovator Scientific Games Corporation has now announced the hiring of experienced industry executive Ashley Sandyford-Sykes (pictured) to serve as the new digital gaming and sportsbetting technology subsidiary’s Senior Vice-President.

Scientific Games Corporation appoints Ashley Sandyford-Sykes

Las Vegas-based Scientific Games Corporation declared that Sandyford-Sykes has previously given talks on the development of slot content and will officially join its ranks from May 1 to lead the nine studios within its SG Digital subordinate, which have already been responsible for a number of popular online games including Foxin’ Wins, Wild Play Superbet and Rainbow Riches.

Scientific Games Corporation stated that Sandyford-Sykes is to work from its offices in the Chiswick neighborhood of London and will join an experienced SG Digital leadership team that already includes Keith O’Loughlin, the former Sportsbook Director and Chief Product Officer for Ladbrokes, alongside a previous Vice-President for Oracle, Chris Armes.

“We’ve formed an extremely powerful team of technology and product leaders who are moving quickly with a dual focus,” read a Tuesday statement (pdf) from Matt Davey, Group Chief Executive for SG Digital. “First, maturing our European Union-centric development and product capabilities to better support our larger United Kingdom and European Union customer base and, second, establishing new capabilities in North America to meet the growing demand for our gaming products and be prepared for sportsbook expansion should the United States become a newly regulated market.”

Davey, the former Chief Executive Officer for NYX Gaming Group Limited, proclaimed that the executive team at SG Digital is ‘filled with a powerful sense of what we need to do’ in order to ‘seize the opportunity in front of us’ before pronouncing that he is looking forward to leading ‘a division of outstanding product and technology talent’.

Alongside the hiring of Sandyford-Sykes, Scientific Games Corporation detailed that it has given its current United Kingdom Legal Director, Sue Dawson, the additional role of SG Digital Deputy General Counsel while naming Ryan Ripley to serve as the subsidiary’s Interim Chief Financial Officer.