Scientific Games has announced the launch of OpenSports, the new brand name for the company’s redesigned suite of sports betting technology.

Scientific Games said that the launch of OpenSports signals the transformation of its sportsbook product through an enhanced stack of solutions and speed to market, with player experience at the core of the proposition.

The redesigned sportsbook solution offers operator partners a modular portfolio of products that can be mixed and matched to meet specific needs, underpinned by the core OpenBet sports betting backbone.

This is complemented by OpenPlatform for player account and wallet services, OpenTrade for 360-degree managed trading services, and OpenEngage, which provides operators with digital and retail interfaces.

The final component of the product suite, OpenAccelerate, helps operators implement, manage and run the day to day sportsbook operations.

“This evolution of our sportsbook products and services has been in line with our goal of providing unrivalled player experiences for our customers. The unification of our portfolio under a single brand allows us to help our customers connect better with their players and deliver next level engagement,” said Keith O'Loughlin, SVP Sportsbook for SG Digital.

“As a business, we've grown through strategic M&A and continued to invest in our cutting-edge technology solutions to meet our customer and players' evolving needs. OpenSports acknowledges and embraces that change by giving our customers exactly what they need to win in the sports betting arena.

“It's a natural next step for us to continuously improve the way we connect customer needs with world class player experiences,” O'Loughlin added. “The game has changed. We've changed. We're here to set the new standard by which this industry operates.”

Shares in Scientific Games Corporation (NSQ:SGMS) closed up 0.35 per cent at $22.76 per share in New York Monday.