Austrian gaming giant Novomatic has appointed industry veteran Felipe Ludeña to lead its sports betting expansion plans.

Ludeña joins the company from Spanish gaming operator Codere, where he was responsible for the Spanish Online division and the expansion of sports betting into Mexico, Colombia, Panama and other countries.

His focus at Novomatic will be on strengthening the international sports betting business in Europe, as well as entry into the US market.

"To do this, we need experts with excellent management skills," said Harald Neumann, chief executive of Novomatic. " With Felipe Ludeña, we are looking to play a major role in shaping the sports betting market."

Novomatic utilises Kambi's sports betting solution in regulated European markets, with the two companies also partnered to deliver omni-channel betting and gaming solutions to state regulated lotteries via Novomatic Lottery Solutions.

Sportradar provides odds, data and risk management services to Novomatic via its Managed Trading Services.

Commenting on his new role, Ludeña said: "Novomatic's pioneering spirit has always fascinated me. It is of course a particularly exciting task to be able to develop the international sports betting business for one of the world’s largest gaming technology groups."

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