He previously worked as Chief Business Officer at Digitain and has been a regular Gambling Insider interviewee. His responsibilities include overseeing Sport Generate's strategic direction, focusing on delivering the live sports, esports, virtuals and odds feed products available on the market.

He will collaborate closely with the management teams to keep creating innovations while concentrating on growing Sport Generate's impact and presence in the global market.

On his appointment, Westbury said: "I am honoured to be given the opportunity to lead Sport Generate at such an exciting time in the industry. I am looking forward to working with the talented teams to continue that legacy and make a real impact in the industry.

“I also thank Mr [Vardges] Vardanyan for the trust and faith he has put in me in appointing me to this role."

Vardges Vardanyan, Founder of Digitain and Sport Generate, said: “We are thrilled to have Simon Westbury in his new position and we know that he will bring Sport Generate to new heights with his leadership and expertise.”

Recently, Digitain opened its newest branch in Bucharest, Romania.

Digitain stated that the opening of the office is part of its ongoing expansion strategy with this being the first of multiple offices that it plans to open around the world.

Westbury will no doubt play an increasing role in the growth of the organisation as a whole.