Press Releases
Smarkets announces new US General Manager hire from Nike

Leading sports betting operator Smarkets has announced the hire of a US General Manager to run its growing business in the United States.
Sheldon Hanai joins Smarkets from Nike where he spent nearly six years, rising to Senior Director level as the Head of Global Innovation Finance. He started his career with the United States Department of Defense, before working at Google and BP, and then moving to the sportswear giant.
Smarkets operates its sportsbook app SBK in the US, where it is live in Colorado, with an official launch in Indiana imminent and move into Iowa to come later in the year. SBK takes its odds from the Smarkets exchange, combining market-leading betting exchange odds with a sleek sportsbook interface.
Hanai said: âIâm delighted to be joining Smarkets, a company that I have followed since the very beginning of its journey and seen blossom into one of the worldâs leading sports betting companies. I canât wait to get stuck into realizing SBKâs potential in the US where our industry-leading odds can make a huge impact.â
Hanai will begin in the newly created role on 13 June, and whilst Smarkets currently has offices in London, Malta, and Los Angeles, Hanai will work out of a new office in a soon-to-be-revealed East Coast location. He will join the Smarkets Executive Leadership Team and report to Smarkets CEO/Founder Jason Trost, who added: âIâm super excited about Sheldon joining us to head up our push into the US. We have looked far and wide for the right candidate for what is an absolutely crucial role as we expand our footprint in the States. Sheldon was the outstanding choice and I couldnât be more pleased that heâs joining us.â
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BETBY STRENGTHENS LATAM PRESENCE THROUGH STRATEGIC PARTNERSHIP WITH CALĂMACO

BETBY, an industry-leading sports betting provider, has announced a long-term partnership with CalĂmaco, a premium B2B sportsbook supplier with a strong foothold across Latin America. This collaboration aligns with BETBY’s expansion strategy in the LATAM market, reinforcing its commitment to delivering state-of-the-art sportsbook solutions in the region.
As part of the agreement, CalĂmaco will integrate BETBYâs award-winning sportsbook solution, including its proprietary esports feed BETBY Games, and comprehensive trading and risk management services. Additionally, by leveraging BETBYâs AI-driven technology, AI Labs, CalĂmacoâs partners will gain access to an unparalleled betting experience tailored to the needs of the LATAM market.
Known for its scalable and robust casino and lottery platform, CalĂmaco will significantly enhance its offering with an additional 300,000+ events, 8,000+ markets, 125+ sports, and 35+ esports provided by BETBY, cementing its position as a go-to supplier in the regionâs competitive iGaming landscape.
Stefanos Karakidis, Head of Business Development at BETBY, commented: âWe are excited to partner with CalĂmaco, a company that shares our vision for technological excellence and operator-focused innovation. Integrating our complete sportsbook solution into CalĂmacoâs platform will enable brands across LATAM to elevate their sports betting offerings and provide their users with an exceptional experience.â
Alejandro Serrano, Head of Business Development at CalĂmaco, added: âBETBYâs sportsbook technology is renowned for its flexibility, scalability, reliability, and comprehensive coverage. Incorporating their award-winning solution into our platform will empower our partners with world-class sports betting capabilities, further strengthening our presence in the Latin American market.â
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GLIÂź Names Sangeeta Reddy as Vice President, Innovation

To ensure the company keeps its global clients well ahead of the technology curve, Gaming Laboratories International (GLIÂź) has named Sangeeta Reddy as Vice President, Innovation. Previously, she served as Vice President of Engineering. Reddy will lead the companyâs newly formed Innovation division.
âTechnology is advancing at a breathtaking rate. Our mission at GLI is to advance with technology, while also constantly finding ways to do more to keep our clients informed and ahead of whatâs next. In her new role, Sangeeta will continue to evolve our evaluation methodologies via her passion for R&D, her extensive experience both in and out of the gaming, and her strong academic background,â said President and CEO James R. Maida.
Reddy began her gaming industry career in 2001 as a PA Engineer at IGT, specializing in VLT, Slot games. She joined GLI in 2020. Prior to joining GLI, Reddy successfully managed Software QA and Development teams at Thomson Reuters and General Motors.
She holds a certificate from the Harvard Business Publishingâs Emerging Leaders program and a certificate in Associates Computer Information Systems. Her Postgraduate certification includes Chief Technology Officer Program, Business Analytics: From Data to Insights, and Driving Strategic Innovation: Leading Complex Initiatives for Impact from the Wharton School Aresty Institute of Executive Education and certifications in Cloud Computing, Artificial Intelligence and Machine Learning: Business Applications, Artificial Intelligence, and Data Science and Business Analytics from the Texas McCombs School of Business, Postgraduate Program.
Conferences
Rubens Barrichello to Open SiGMA Americas 2025 with a Keynote Speech

Legendary motorsport racer and SOFTSWISSâ Non-Executive Director in Latin America Rubens Barrichello is taking the stage at SiGMA Americas 2025 with an inspiring keynote speech on 8 April, the opening day of the summit.
This will be Barrichelloâs first major public engagement as an official SOFTSWISS representative at SiGMA Americas. In his speech, he will spotlight his vision of racing and iGaming â two worlds defined by speed, precision and passion. Attendees can expect a unique view of how these seemingly distant industries are more connected than it may seem.
In his keynote, Barrichello will share insights that bridge his personal racing journey with the opportunities presented by SOFTSWISS. The speech will also cover the cultural and human elements of doing business in Latin America, and the importance of timing, connections, and adaptability to achieve long-term success in this booming market.
âLatin America is a unique region filled with pure energy, emotion, and drive,” said Rubens Barrichello, Non-Executive Director in Latin America at SOFTSWISS. “The iGaming industry here is moving so fast, that for me itâs like stepping into a new race. But instead of cars, itâs technology, competition, and innovation pushing the progress forward, just like in Formula 1. I canât wait to speak at the SiGMA Americas Summit and share what it takes to grow business on this continent.â
Barrichelloâs active public engagement highlights SOFTSWISSâ strategic expansion into Latin America, one of the fastest-growing iGaming markets in the world. The company has already established itself in the region through certification in Brazil and Peru for its Game Aggregator and Jackpot Aggregator. In addition, SOFTSWISS recently partnered with rising talent Eduardo Barrichello for the 2025 FIA World Endurance Championship.
Rubens Barrichello will also join the SOFTSWISS team at Stand M85, where attendees can book meetings and explore how SOFTSWISS helps partners drive success across Latin America.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The companyâs product portfolio includes the Online Casino Platform, the Game Aggregator with over 27,800 casino games, the Affilka Affiliate Platform, the Sportsbook software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.
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