Gaming software and solutions provider Playtech has confirmed that its chief operating officer Shay Segev will take on the new role of CEO of the company’s retail arm.

Operated by the company’s Videobet subsidiary, Playtech’s retail division is focused on providing solutions that unify online, mobile and retail player experiences.

The company claims that it is mobilising the link between betting shops, lotteries and gaming floors with online gaming, creating a seamless experience for players across all channels.

Playtech said that the appointment of Segev “reinforces its commitment to innovation, allowing bricks and mortar gaming businesses to connect to the digital mobile world.”

Segev joined Playtech as COO of Videobet in 2006 and was appointed COO of Playtech in 2011. His career spans across both retail and online gaming as an executive manager focusing on innovation and growth. In his previous roles, Segev was pivotal in the roll-out 25,000 Videobet machines in UK betting shops and led many of Playtech’s successful online initiatives.

“I am delighted to lead Playtech’s Retail arm through its next strategic phase of combining our retail and online offering,” said Segev. “The forthcoming years promise to be of great strategic and operational importance, as we embark on many initiatives to create a full turnkey solution that will allow retail businesses to transition into the digital world.

“Through our technology we will enable our clients to enjoy a single ecosystem that will help them to fully maximise business performance across their entire offering.”

Playtech’s retail technologies are currently being used in UK betting shops including Coral and Ladbrokes. The offering has been strengthened to include a new generation casino floor management system, already installed in more than 60 casinos and soon to be rolled-out across all Genting UK sites in 2014.

The company recently rolled out a new multi-channel solution across the entire Coral betting shop estate in the UK. Coral Connect links the UK bookmaker’s online gaming operation to its 1,800 betting shops to provide a single customer account and wallet for interactive gaming, electronic gaming machines and over-the-counter betting.