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Scientific Games Corporation has unveiled Ashley Sandyford-Sykes as Senior Vice President of the newly created SG Digital’s content team.

Having previously held numerous industry executive roles, Sandyford-Sykes will have full responsibility for SG Digital’s nine game studios and is set to join the firm on May 1.

This new arrival joins a number of previously announced product and technology appointments, designed to Accelerate the SG Digital global product strategy.

These include former Ladbrokes chief product officer and sportsbook director Keith O’Loughlin who joined 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.

Matt Davey, Group Chief Executive at SG Digital, said, “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.”