Roar Digital, the newly named US joint venture between MGM Resorts International and GVC Holdings, has appointed Matt Prevost as chief marketing officer (CMO).

Prevost was previously CMO for Gibraltar-based Coral Interactive between 2011 and 2015, and part of the initial management team that developed the marketing plan that has been a key driver of’s success over the last seven years.

He joins Roar Digital, previously known as MGM GVC Interactive, from North American beauty company New Avon, where he has served on the board as chief digital officer for the past year.

Prior to that, Prevost was an operating executive at private equity firm Cerberus Capital Management for over ten years, where he held a variety of executive roles in the US and Europe.

In his new role with Roar Digital, Prevost will be based at the company’s new head office in New Jersey.

“I am delighted to appoint Matt to the team,” said Roar Digital chief executive Adam Greenblatt. “Matt brings a unique combination of experience and expertise in Europe’s most competitive betting environment with a deep understanding of the US consumer and media landscape.

“Matt further strengthens Roar’s foundations and will help us compete for leadership over time as the US market evolves.”

Prevost said of his new role: “I am thrilled to join the team at Roar at this historic time for the US sports betting and gaming sector.

“The combination of brands, technology, and market access of the two parent companies will provide a significant opportunity to build a world class sports-betting operation in the US.”

Shares in GVC Holdings plc (LSE:GVC) were trading up 2.59 per cent at 733.50 pence per share in London Wednesday morning, while shares in MGM Resorts International (NSQ:MGM) closed up 2.64 per cent at $27.21 in New York Tuesday.