Felipe Ludeña has been elevated to Chief Sportsbook Officer, a first for the company. In addition to his new C-level role, Ludeña has also taken up a seat on Greentube’s Board.

Meanwhile, Greentube’s current COO, Georg Gubo, will take over as Managing Director of Admiral Sportwetten, another Novomatic brand. He will hold this position alongside his role as COO.

Ultimately, this reshuffle represents an attempt to “bolster the work of Admiral and Greentube,” more closely aligning both brands when it comes to online entertainment.

Ludeña touched on this, commenting: “With our continued strong performance in regulated markets across the world, it is a natural evolution for Greentube to fully immerse itself in the wider entertainment industry.

“I am honoured to be appointed as the company’s first Chief Sportsbook Officer. While Greentube has a vast heritage in online gaming, we want to engage players across a variety of different online verticals in future months and years.”

The executive boasts a career in iGaming that spans more than a decade. He has held roles within Novomatic for nearly four years, and before that, worked for Codere, where he occupied multiple senior leadership positions.

Gubo, meanwhile, has held C-level positions at Greentube since 2015. Commenting on this latest reshuffle, he said: “There are clear synergies between Admiral and Greentube that can help to drive growth for both parties. These new appointments will help to inform that strategy.

“On a personal note, it’s a privilege to join a company as prestigious as Admiral as Managing Director and I believe the future is bright for all involved.”