Andrew Sackey
United Kingdom
Summary
Highly experienced and results-driven leader with over 20 years in gaming operations, bringing a broad and transferable skill set across commercial, product, and operational functions. Proven expertise in managing and deploying products across multiple online brands and regulated markets globally, complemented by extensive experience operating gaming products in over 2,300 retail venues and 10,000+ gaming machines, spanning Slots, Sports Betting, Casino, Live Table Gaming, and Bingo. Skilled in leveraging business intelligence and customer analytics to inform product development, consistently driving market share and profit growth through data-led strategies.
Overview
21
21
years of professional experience
Work History
Interim SVP Commercial Strategy & Execution
Aristocrat Gaming
Las Vegas
01.2025 - Current
- Stabilised the existing North America Commercial Team after departures of several senior leaders.
- Implemented a small reorganisation to improve leadership quality in the team.
- Took ownership of the North America Gaming Recovery.
- Created, recruited and implemented the Go To Marker Director role to support the Commercial Strategy team's execution of launches & market scaling.
- Recently added to the Gaming Leadership Team (GLT) and supported the creation of the GLT Gaming Strategy.
- Currently building a Commercial Strategy to cover Class 3, Class 2 & Adjacent Markets that will become embedded into the Integrated Business Planning (IBP) processes.
- Developing a Talent Strategy to backfill the experience lost over the last two years, and providing a stronger bench for the future, whilst addressing low Peakon scores impacting the team.
- Collaborating with Sales, D&D, and BI to develop sales target for all games to demonstrate improved execution and providing trackable KPIs for Studios.
Vice President of Commercial EMEA & LATAM
Aristocrat Gaming
London
07.2024 - 01.2025
- Established weekly and monthly alignment meetings to increase collaboration across Sales, Marketing, Operations, Finance and Commercial.
- Provided key insights and market knowledge to several projects which then made him the project owner of Live Slots & the UAE New Market Business Case.
- Successfully launched Phoenix Link & The Baron in EMEA 3 months after their launch in the US at G2E.
- Co-developed the Omni Channel opportunity in the UK to create a beachhead, showroom and dedicated Aristocrat Gaming Lounge in London with an Aristocrat Interactive Sports & Casino offering.
- Supported the government relations team with UK White Paper & Tax Changes, The New Irish Machine Regulations and broader Responsible Gambling initiatives across EMEA.
- Assisted D&D, Sales & The New Markets team with refinement of the existing UK product to help improve performance and increase market share.
Director of E-Gaming
Rank Group
, UK, Spain, Malta & Gibraltar
08.2023 - 07.2024
- Responsibility for Group E-Gaming Revenue across all brands.
- Management and leadership of cross-functional teams covering casino operations, new product development, project management, Slots operations, E-Table game operations, live casino studio broadcast, user experience, gaming business intelligence, product marketing & CRM, legal & commercial management, sportsbook and management of 3rd party partners.
- Responsible for implementation of KPIs, user research & testing, project delivery, technology infrastructure improvements, new product development, commercial contracts, product marketing, safer gambling & regulatory roadmap delivery, and data integrity improvements.
- Creation of the commercial strategy, gaming apps, their CRM applications, focusing on customer segmentation, monetisation, acquisition, retention & reactivation.
- Implement user-centred-design principals across all gaming products focusing on their UI framework and information architecture within the CMS.
- Optimisation of gaming revenues with game integrity improvements, yield management, and profitable promotional cost utilisation.
Head of E-Gaming & New Product Development
Rank Group
, UK, Belgium, Spain & Gibraltar
09.2018 - 07.2023
- Responsible for Group E-Gaming Revenue performance across all brands.
- Creation and management of a multi-channel customer acquisition app, with free-to-use tools, scope for monetisation and future wallet integration.
- Development and integration of the 'Grosvenor One' (G1) single-wallet product across all casino products.
- Creation and delivery of the Product Vision and Roadmaps for E-Gaming covering all verticals for revenue generation, safer gambling & compliance, new product development, omni-channel product development, user experience, and business intelligence.
- Procurement and generation of new gaming content, products, platform enhancements & features.
- New product management covering user needs translation, trial criteria, ROI business case creation, and adoption of hypothesis-driven-product-development to accelerate learnings and progression product development.
Head of Slots & New Product Development
Rank Group
UK, Belgium, Spain & Gibraltar
06.2018 - 08.2018
- Responsible for Group Slots Revenue across all brands.
- Recruitment, development and leadership of a Slots Product & Operations team that could deliver wider strategic goals of in-house content development, procurement & aggregation of 3rd party content, delivery of successful multi-channel slots launches, and development of platform bonusing and BI tools.
- Creation and development of the B2B strategic plan covering the content roadmap & commercial management of game development and content distribution channels.
- Creation of a Live Casino Studio to broadcast Table Games to and from UK Casinos & Online.
Director of Product & Content
William Hill PLC
, UK, Gibraltar, Poland & Malta
04.2017 - 06.2018
- Key projects delivered were the Pre-paid Priority Access Card, SSBT development, Single Wallet development, Single TITO, New Platform & Host solution, Data Migration to new cloud-based platform, content aggregation and integration solutions for 3rd parties, Flash/HTML5 and C++ conversions, EPOS replacement, and Playcheck Responsible Gambling tool development.
- Creation, implementation and management of B2B revenue and commercial sales generation model from in-house content developed, reducing 3rd part content costs whilst increasing long term sustainability of in house content development.
- Growing and developing internal data usage, customer research application, dashboard quality improvements, heat map utilisation, product mix tracking, revenue protection, yield management, customer and product segmentation optimisation, trial and control insight led decisions and product development.
- Delivery of regulatory product roadmap alignment for Player Protection Algorithm, Triennial change implementation, GDPR data changes, 4th AMLD changes, CMS marketing product changes.
- Development & leadership of a large cross functional Product and Content Team, located across several countries via one-to-ones, stand-ups, workshops and externally managed courses.
- Supported the M&A corporate development team with several acquisition options, modelling and future addressable market trends, and strategic movement forecasting.
Head of Product & Content
William Hill PLC
, UK & Gibraltar
04.2014 - 04.2017
- Successful management, development and leadership of a very talented cross-functional team covering product, content and marketing.
- Full P&L responsibility for gaming revenue across all products, margins and overall profit, along with internal KPI achievement.
- Owner and translator of the Product and Content visions into Roadmaps for both the UK and Omni Channel.
- Implemented agile methodologies and processes to improve product delivery, product life cycle management in-line with metrics, and KPIs to ensure continuous improvements and faster ROI.
- Liaised with key stakeholders to generate ideas, solutions and innovations for Product and Content issues, competitor or customer requirement gap analysis, Retail/Desktop & Mobile UX & UI improvements, customer insight & future trend predictions.
- Created and reviewed product disaster recovery plans to ensure all hardware, software (internal and 3rd party), servers, platforms and data can be migrated without major issues on business continuity, resilience, uptime SLAs, 3rd party source code ESCROW, and financial sustainability or potential M&A impact on 3rd Party suppliers.
Head of Content
William Hill PLC
, UK & Gibraltar
04.2013 - 04.2014
- Procurement, design and building of Licensed/Branded, Exclusive and Bespoke Content covering Slots, Roulette, Blackjack, Baccarat, and Poker.
- Analysis, optimisation, design, creation and implementation of gaming menus ensuring aspects of marketing, yield, and customer experience were delivered.
- Commissioned and utilised customer research in tandem with trading data, A/B testing and experience to underpin decisions.
- Supported 3rd parties with test environment, market specification changes, platform updates and integration of loyalty, features, and UX/UI improvements in their content and menu navigation.
- Created KPIs & reviewed internal and 3rd party content development quality, JIRAs, performance and compliance history.
National Machines Product & Content Manager
Gala Coral Group
, UK & Gibraltar
07.2011 - 03.2013
- Managed, developed and migrated content to a new in-house, open content server based platform, the Gala Gaming Platform (GGP), and produced omni-channel slot game releases.
- Supported the implementation and development of the Coral Connect single wallet journey for online customers to collect and use funds from online in retail, and vice-versa.
- Development and procurement of slots content for both online and retail verticals.
Slots Project Manager
Rank Group
London, Gibraltar & Spain
09.2008 - 07.2011
General Manager
Rank Group
, UK
01.2004 - 09.2008
Education
Post Graduate Certificate in Management - Business in Leisure
Northampton University Sunley Management
Northampton2006
BA (Hons) - Leisure & Business Management
Leeds Metropolitan University
Leeds2003
Skills
- User Experience Specialist (Akendi)
- Agile Project Management Foundation & Practitioner Qualification (APMG International)
- Waterfall Project Management (CPMP - Aston University)
- Advanced Power BI (Data Bear)
- GB11 / GC12 Gaming License / Personal Management License (PML)
- Full Driving License
- Competent in IBM Cognos, SharePoint Analytics, Tableau, Salesforce, Qlikview, Atlassian JIRA, Microsoft Office including; Word, Excel, PowerPoint, Access, Microsoft Outlook, and Teams
Timeline
Interim SVP Commercial Strategy & Execution
Aristocrat Gaming
01.2025 - Current
Vice President of Commercial EMEA & LATAM
Aristocrat Gaming
07.2024 - 01.2025
Director of E-Gaming
Rank Group
08.2023 - 07.2024
Head of E-Gaming & New Product Development
Rank Group
09.2018 - 07.2023
Head of Slots & New Product Development
Rank Group
06.2018 - 08.2018
Director of Product & Content
William Hill PLC
04.2017 - 06.2018
Head of Product & Content
William Hill PLC
04.2014 - 04.2017
Head of Content
William Hill PLC
04.2013 - 04.2014
National Machines Product & Content Manager
Gala Coral Group
07.2011 - 03.2013
Slots Project Manager
Rank Group
09.2008 - 07.2011
General Manager
Rank Group
01.2004 - 09.2008
Post Graduate Certificate in Management - Business in Leisure
Northampton University Sunley Management
BA (Hons) - Leisure & Business Management
Leeds Metropolitan University
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