US gaming and lottery supplier Scientific Games has announced the launch of its SG Digital division, which incorporates the existing portfolio of SG Interactive’s B2B products and services with those of the newly acquired NYX Gaming Group.

SG Digital will complement Scientific Games’ three existing core Gaming, Lottery, and Social business divisions, and will be headed up by former NYX Gaming CEO and Gaming Intelligence Hot 50 winner Matt Davey, who assumes the role of group chief executive, Digital.

NYX’s former chief operating officer Jason Walbridge, another Gaming Intelligence Hot 50 winner, will take over as COO of SG Digital.

The division boasts products from the company's nine in-house game development studios including Bally, Barcrest, NextGen and WMS Gaming, and will also leverage the combined company's product offerings, including SG Universe and OpenBet.

The division has a workforce of over 1,500 staff, spread across 34 offices and will serve over 200 customers with over 2,000 games and 40 licences worldwide.

"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,” said Kevin Sheehan, president and CEO of Scientific Games, which won three prizes at yesterday's (February 6th) Gaming Intelligence Awards. “Our vision is to be the world's leading supplier of digital gaming, sports and iLottery solutions.

“Scientific Games is now perfectly positioned to capitalise on any future regulatory developments in both US and global markets across sports betting, gaming and lottery networks."

Davey added: "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."

Meanwhile OpenBet has unveiled its latest innovations at this week's ICE Totally Gaming event, with a newly-launched Managed Trading Service (MTS) offering full liability management with over 40 sports and 350,000 events covered annually.

"This offering is a game changer for the market,” explained Keith O'Loughlin, executive vice president of sportsbook and platform. “We can now offer the most trusted sports betting platform as a turnkey solution by providing the widest range of events and markets in the industry coupled with full risk management capabilities and a fast time to market.

“This will allow a completely new wave of operators to power their full operation on our platform and to support their growth long into the future."

The latest enhancements to the OpenBet portfolio creates a complete sportsbook offering that encompasses five key products: Engage, Bet, Trade, Player and Platform.

Included in the launch is the new Insights data service that provides operators with a comparative view of their performance against the market. The OpenBet Trade product has an enhanced module Tickers, which is a fully customisable dashboard giving operators control by showing real-time activity across their multiple brands and products.

"The latest enhancement to our modular product offering is an example of how we're building on our stable base and continue to innovate and evolve with the market trends for our customers," said O'Loughlin. "OpenBet is an established brand in the industry, and we're well-positioned to capitalise on all emerging regulatory opportunities, particularly in the US which is sure to be an exciting territory for operators and their partners.”

The sports betting provider is also opening a new remote development centre in Krakow, Poland, to be staffed with a team focused on new products with the objective of accelerating growth and driving innovation across all the markets it operates.

Shares in Scientific Games Corporation (NSQ:SGMS) closed up 2.38 per cent at US$43.10 per share in New York Tuesday.