Scientific Games launches SG Digital incorporating NYX assets

The NYX Gaming Group, incorporating OpenBet, has a new look with the launch of SG Digital. The new brand sees the NYX assets join Scientific Gaming’s existing portfolio of SG Interactive B2B products and services as the parent company aims to integrate its latest purchase into the company structure and create ‘the most diverse supplier of digital gaming and sports betting technology and content in the industry’.

The new brand brings together some of the most established and successful brands in iGaming, sports betting and iLottery and 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 sports betting platform OpenBet.

Leading SG Digital will be 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.

Kevin Sheehan, Scientific Games’ President and Chief Executive Officer, said: “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. 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 capitalise on any future regulatory developments in both U.S. and global markets across sports betting, gaming and lottery networks.”

Matt Davey, Group Chief Executive, SG Digital, said, “The acquisition and subsequent creation of a leader in the digital space is a natural strategic fit, and it’s a privilege to be tasked with leading and shaping the next stage of this unique journey. We have been busy integrating all content, systems, and platforms in preparation, while our skilled and dedicated teams around the world ensure we now provide unrivalled, seamless solutions as SG Digital.”

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 licences worldwide. SG Digital will complement the Company’s three existing core Gaming, Lottery, and Social business divisions.