Gauselmann Group has announced that it has split its MERKUR Sportwetten unit into two separate departments to optimise the performance of its flagship sportsbook brand across all markets.
The DACH market sportsbook’s B2C online unit will now be housed by the ‘Digital Operations Team’ led by Andy Bentley as MERKUR Sportwetten’s new Chief Operating Officer (COO).
Bentley was promoted to sportsbook COO last July, charged with spearheading the digital performance and growth strategy of the heritage sportsbook brand.
“As a team, we have a clear vision: to create the best omnichannel experience across Europe. I’m very excited to be a part of this vision and to accompany MERKUR Sportwetten on this journey as well as to drive it forward,” Bentley commented on developments.
Further transformations, will see MERKUR sports betting unit’s customer services, platform maintenance and product provisions housed by a new ‘Technology & Delivery’ division led by Adam Lomax as Director of B2C Technology.
A former executive of Genting Casinos and William Hill, Lomax joined MERKUR at the start of 2021, charged with overseeing the group’s sportsbook reorganisation
“I am thrilled to be working in such a future- and quality-oriented company. Splitting up the product team enables us to respond to the needs of our customers and business partners in an even more targeted and effective way.” Lomax commented.
This presents an exciting opportunity to reshape the way MERKUR Sportwetten drives international growth.”