The move is subject to licensing and regulatory approvals, following the joint venture’s establishment in July.

Greenblatt previously served as Director Corporate Development & Strategy at GVC, having been in a similar role at Ladbrokes prior to its acquisition by the operator.

GVC CEO Kenny Alexander and MGM Resorts Chairman and CEO Jim Murren said in a joint statement: "We are pleased to appoint Adam as CEO of the joint venture, who will bring his in-depth knowledge and expertise in online gaming and sports betting from both sides of the Atlantic."

Greenblatt said: "With the combined brands, technology and market access of our two parent companies, I am determined to make it the most dynamic and successful player in the industry."

MGM GVC Interactive recently partnered with the United Auburn Indian Community (UAIC) in California, with a view to launching sports betting operations in the state if it is regulated.