Scientific Games appoints new CMO, agrees acquisition deal

Scientific Games has appointed Shawn Dennis as executive vice-president and CMO, and also revealed that it has agreed a deal to acquire hole-card reader provider, Tech Art.

Reporting directly to chief executive and president Kevin Sheehan, Dennis will be responsible for elevating the company’s brand position, promoting its integrated brands and increasing engagement with customers and players for its content and technology in gaming, interactive and lottery.

Dennis joins Scientific Games from for DreamWorks Animation, where she had been serving as global head of brand and franchise.

In addition, Dennis has had spells as chief marketing officer at Mattel’s American Girl Company and the National Football League (NFL), as well as a period leading global B2B marketing, brand management and marketing communications for Dell Computers.

“We are excited to welcome Shawn to the Scientific Games executive team; with her tremendous experience leading marketing for high profile companies and brands in the entertainment and technology sector, she is perfectly suited to lead our marketing efforts to enhance consumer and customer engagement, drive top-line revenue growth and catapult the Company’s next phase of growth.” – said Kevin Sheehan bout the appointment.

Meanwhile, Scientific Games has entered into an agreement for the acquisition of Tech Art, a supplier of hole-card readers for blackjack.

Although terms of the deal were not disclosed, Scientific Games said that subject to customary conditions, it expects to close the transaction in the first quarter of 2018.

The agreement will grant Scientific Games access to the ‘MAXTime 4H’ product, a combination of a blackjack hole-card reader and a chip tray, as well as the proprietary table games ‘Super Fun 21’ and ‘Bet the Bust’.

Scientific Games also said there will be an opportunity to market Tech Art’s MAXTime 4H product internationally through its distribution network.