Novomatic appoints Felipe Ludeña as international sports betting lead

Gambling technology and systems provider Novomatic Group has confirmed the appointment of Felipe Ludeña as International Sports Betting Director.

Ludeña joins Novomatic senior management team, from Bolsa Madrid gambling firm Grupo Codere, where he served in a number of executive positions, leading Codere’s new market initiatives for LATAM regions and further heading up the Spanish operator’s digital transformation projects.

Novomatic has tasked Ludeña with developing and leading the firm’s sports betting expansion within Europe and North America.

Confirming Ludeña as Novomatic’s international lead for sports betting, Group Chief Executive Harald Neumann stated that the Austrian technology giant seeks to become a ‘major player, which can shape the much-changed global sports betting sector’.

To date, Novomatic has concentrated its sports betting operations through its flagship Admiral Entertainment retail brand, primarily operating in DACH and Eastern European territories.

Ludeña will be tasked with developing a fresh approach to expanding  Novomatic’s sports betting ambitions, becoming a key stakeholder in sportsbook marketing development strategies and the creation of new Novomatic sports propositions.

“Novomatic’s pioneering spirit has always fascinated me. It is, of course, a particularly exciting task to be able to develop the international sports betting business for one of the world’s largest gaming technology groups” Ludeña commented on joining Novomatic Group.

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