Sideplay Entertainment founder joins Merv Digital Solutions as the company accelerates its global eInstant expansion
Merv Digital Solutions has brought in iLottery veteran Steve Hickson as an investor and strategic advisor for its Merv Game Studio division.
A widely respected leader in the global iLottery industry, Hickson has been producing eInstant game content since 2002 and founded lottery provider Sideplay Entertainment, which was acquired by Scientific Games in 2021.
Following the acquisition, he served as vice president of game development for Scientific Games for nearly four years, where he worked alongside Merv Digital Solutions founder and CEO Merv Huber, who served as vice president of digital growth.
“Steve built SidePlay into one of the best independent eInstant studios in the industry, and that’s exactly what we are doing at Merv Digital,” said Huber, who was recognised in the Gaming Intelligence Hot 50 of 2026. “To have someone of his caliber choose to invest in Merv Game Studio and lend his expertise to what we’re building is a validation of our team and a blueprint for future success. We are absolutely thrilled to welcome him.”
Hickson’s involvement is expected to elevate the studio’s operator conversations, accelerate distribution into new jurisdictions, and help Merv Game Studio raise the bar on every game in its growing portfolio.
“I’ve seen a lot of studios come and go, and I know what it takes to build one that truly delivers,” said Hickson. “What Merv and his team are building is the real deal – the right talent, the right creative instincts, and the right approach to the lottery market. I’m proud to back this team and excited to roll up my sleeves and help them reach their full potential.”
Merv Game Studio’s first commercial titles are slated to go live across multiple lottery markets before the end of 2026.
“From day one, our mission has been to bring better digital solutions to this industry,” added Huber. “Steve Hickson helped define what ‘better’ looks like for eInstant game content. Having him invest in and advise Merv Game Studio is a tremendous honor – and a powerful signal.”
Merv Digital Solutions also owns Merv Marketing Studio, which delivers digital marketing strategy services for lottery and real-money gaming operators.