Scientific Games Corporation used last week’s ICE Totally Gaming trade show to launch SG Digital, the new interactive division incorporating the product portfolio of the former SG Interactive (which the new division replaces) and the B2B products and services of NYX Gaming Group, the recently acquired sports-betting platform supplier.
The new division—complete with its own separate stand on the ICE exhibition floor—brings together some of the most established and successful brands in iGaming, sports betting and iLottery. SG Digital is described as “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 licenses worldwide.
Scientific Games also announced that SG Digital will be led by 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,” said Scientific Games CEO Kevin Sheehan. “Our vision is to be the world’s leading supplier of digital gaming, sports and iLottery solutions.
“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 capitalize on any future regulatory developments in both US and global markets across sports betting, gaming and lottery networks.”
SG Digital’s portfolio of product and services includes digital real money gaming content and platforms, a sports book and SG Universe social casino.
The former NYX Gaming 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, which will allow operators flexibility to select a product tailored for their players.
“This offering is a game-changer for the market,” said Keith O’Loughlin, SG Digital executive vice president, sportsbook and platform. “We can now offer the most trusted sports betting platform as a turn-key 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 customizable 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 O’Loughlin.
