SG Digital has appointed a new senior vice president, Ashley Sandyford-Sykes, in an effort to accelerate its growth strategy.
Sandyford-Sykes will serve as senior vice president of the company's content team. He has previously held a number of executive roles in the industry and has lectured on slot product development and content strategy. He will have full responsibility for SG Digital's nine game studios behind titles such as Rainbow Riches, Foxin' Wins and Wild Play Superbet. He will join the company on May 1 and will be based at the Chiswick office in London.
Sandyford-Sykes' arrival completes the full set of previously announced product and technology appointments, including 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 VP Chris Armes, formerly of Oracle, as the division's chief technology officer. Sandyford-Sykes, O'Loughlin, Slaney and Armes will report to SG Digital's chief operating officer, Jason Walbridge.
"We've formed an extremely powerful team of technology and product leaders who are moving quickly with a dual focus," Matt Davey, group chief executive. "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 US become a newly regulated market."
