PokerStars owner The Stars Group has named former Paddy Power and Crown Resorts executive Christopher Coyne as chief customer officer of its Stars Interactive division.

Coyne is an experienced gambling marketing specialist, having spent more than nine years in the sector, and has been hired by Stars Interactive to improve customer experience across all its brands.

Most recently Coyne worked as chief marketing officer for Australia's Crown Resorts, during which time he also served as an executive board member for its online betting arm CrownBet. Coyne also sat on the board of social games developer DGN Games, in which the operator holds a controlling stake.

Before joining Crown Resorts in January 2014, he spent six years at Paddy Power, holding a number of different roles including head of eGaming, as well as heading up and leading the operator's competitive intelligence business unit.

"I am excited to help create the best possible customer experience across the Stars brands and bring value to the company while doing so," he said. "I look forward to extending my customer and commercial experience to help the company achieve its vision of becoming the world's favourite gaming destination."

The Stars Group chief executive Rafi Ashkenazi commented: "Christopher's wealth of experience brings a level of senior experience across a range of gaming, entertainment, and consumer brands that will be a huge asset to us. I look forward to working closely with him to ensure the customer remains at the heart of what we do and to capitalize on our competitive advantages."

Following Wednesday's announcement of Scientific Games’ CAD$775m acquisition of NYX Gaming Group, The Stars Group has confirmed that it has entered into a support agreement in favour of the deal.

The arrangement agreement entered into by the two companies provides that a wholly-owned subsidiary of Scientific Games will acquire all of the outstanding ordinary shares of NYX for $2.40 per share in cash.

The Stars Group owns a 13.5 per cent stake in NYX through Stars Interactive, and has agreed to vote all of the shares held by the company in favour of the approval of the transaction and against any competing acquisition proposal. It has also agreed not to sell or dispose of its securities of NYX until completion of the deal.

Shares in The Stars Group plc (Co.Data) (TOR:TSGI) closed up 3.71 per cent at CAD$24.90 per share in Toronto Wednesday.