Keith O’Loughlin: SG Digital’s success rests on customers’ success

Keith O’Loughlin: SG Digital’s success rests on customers’ success

At the recently held G2E Las Vegas conference,’s Becky Liggero spoke to SG Digital’s Keith O’Loughlin on the company’s various products.

SG Digital, Scientific Games’ digital division, has had a busy year with the expansion of sports betting across the United States. According to Keith O’Loughlin, the company’s Sportsbook and Platforms senior vice president, the U.S. Supreme Court’s decision giving states the final say on legality of the industry has “put a lot of focus on sports betting across the whole business. We’ve been live since the beginning of the football season with Caesars in New Jersey and Mississippi, both in retail and on mobile. And so that’s been a huge milestone for us.”

At the rate that sports wagering is progressing in the country, SG Digital has had to do things a little differently. Previously, O’Loughlin said, “the shortest time we’ve ever gone live on a product is 12 months for a full sportsbook. [This time] we did it in 120 days, so it was a heavy lift for the business.”

The G2E Las Vegas event was a chance for the technology provider to showcase its numerous offerings, including betting terminals, its ePass, as well as its mobile, tablet, and desktop products. As O’Loughlin explained, “Scientific Games are one of the biggest B2B providers in the industry. And in every section which we want to be number one or number two, everything that we do is around that.”

O’Loughlin said that the stand at the SG Digital booth “reflects the best showcase of the products that we’ve got for our customers. Our job can only be successful if we make our customers successful, and bringing our customers on the stand to show them everything that we can do to grow our business, there’s no better place to do it, and there’s no better way to do it than what you can see here.”

He added, “Watching people come up the stand… it’s a real education piece. People want to know what sports betting is about, how it’s going to work in the U.S., what’s important.”