Scientific Games has strengthened its Gibraltar-based sportsbook operations team with the launch of a marketing services unit.

The new team has been established to manage brand and customer research, acquisition and retention, optimisation, analytics and any other day-to-day marketing functions for Scientific Games’ sportsbook clients. 

It will sit within the sportsbook operations team, which was established in September to manage day-to-day operations on behalf of clients. 

The marketing unit will be led by a trio who most recently worked for Superbet’s now-closed Gibraltar-based operation. Charlie Riggs, formerly head of marketing, ex-head of gaming marketing Rick Leask and the operator’s head of optimisation Allison Lynch will be in charge of a 25-person team. 

“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,” SG Digital senior vice president of sportsbook Keith O’Loughlin said. 

“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.”