Adam Greenblatt has been named CEO of MGM Resorts International’s partnership with UK gaming giant GVC Holdings.
Greenblatt is a former director of Ladbrokes, which was acquired by GVC. He will oversee the partnership’s entrance into U.S. sports betting and online gaming.
The MGM-GVC partnership was announced in July with the companies investing $100 million into the business. Greenblatt helped establish the deal between MGM and GVC, the companies said in a press release.
“With the combined brands, technology and market access of our two parent companies, I am determined to make it the most dynamic and successful player in the industry,” Greenblatt said in a statement.
GVC owns BWIN, Coral, Crystalbet, Eurobet, Ladbrokes and Sportingbet. GVC also owns PartyCasino and PartyPoker among its European-based online gambling brands. GVC has more than 20 online licenses globally.
The joint venture aims to position the companies in the growing U.S. sports betting market.
“He will bring his in-depth knowledge and expertise in on-line gaming and sports betting from both sides of the Atlantic,” GVC CEO Kenneth Alexander and MGM CEO Jim Murren said in joint press statement. “His determination, experience and vision are exactly what we need to establish a prime position in the rapidly evolving U.S. gaming market.”
MGM Resorts has also signed a partnership agreement with regional casino operator Boyd Gaming Corp to offer sports wagering and legal online wagering across 15 states where they have casino resorts.
According to the release, the MGM-GVC joint venture will establish a separate headquarters in a “major U.S. technology hub,” create a leadership team, and form a four-person board with two representatives from each company. GVC will provide the technology while MGM and Boyd provide 15 state gaming licenses and access to MGM’s M Life customer rewards database, which has more than 30 million users.
