New OpenBet chief senses culture change post-NYX acquisition

OpenBet’s recently appointed chief says it’s “certainly not business as usual” at the sportsbook supplier having noticed “quite a change” in culture as a result of last year’s acquisition by NYX Gaming Group.

Keith O’Loughlin, who left the recently merged Ladbrokes Coral to join NYX as executive vice president of sportsbook, had been familiar with the OpenBet business prior to joining the firm and said he had noticed a change in the company’s philosophy.

Specifcally, O’Loughlin told EGR Intel the firm had adopted NYX’s entrepreneurial spirit since the takeover.

“NYX has a hugely entrepreneurial culture through the number of acquisitions it’s completed over the last number of years, and the energy and ambition which stems from Matt [Davey, CEO] and the team.

“Even though NYX has been round for a while, it’s still has something of a start-up culture. While OpenBet was a very mature and stable business, which in some ways mirrors its product which is also very mature, stable and robust. If you combine the two it will be beneficial.

“Post the takeover of OpenBet, I can see there is a lot more ambition to look at different things and new areas – to review opportunities with a new hat when looking at things like new business model opportunities and new product areas.

“Our stated goal is to be a product-led business and that’s where NYX has a very clear and strong vision. There has been quite a change – I can feel it in the business,” he added.

The former BoyleSports CEO said the NYX and OpenBet transaction had “a lot of parallels” with the Gala and Coral deal, which he had witnessed at close quarters.

“I would say Coral had a start-up culture and Gala had been a very successful and stable business and bringing those two businesses together kicked Gala on as it brought that start-up culture to Gala and kicked on Coral as it brought processes and maturity to the brand,” O’Loughlin said.

“For me, I see a lot of parallels [with NYX and OpenBet].