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Sam Houlding becomes Chief Commercial Officer at Spotlight Sports Group

Published

6 years ago

October 1, 2020

Reading Time: 2 minutes

Spotlight Sports Group has announced Sam Houlding will replace Mike Griffin as Chief Commercial Officer. Griffin left his role as Chief Revenue Officer of the group, on September 30th.

Griffin said ‘After an extended period, it is now time for me to step away from the Spotlight Sports Group and see what the next chapter of my life holds. It’s been more than a job, it has been a way of life, and like life itself, there have been some lows, but mainly it has been lots of highs, created by the brilliant people I have had the opportunity to meet and work with within the industry. However, even in these difficult circumstances with a heavy heart, I have decided the time is right for me to leave Spotlight Sports Group to pursue an exciting new challenge. I leave a transformed business safe in the knowledge that we have the best talent in the industry working for Spotlight Sports Group. This wasn’t a decision I have taken lightly but one that has been in planning from pre-covid. I’m leaving a business that has changed so much in my time and has transformed into a leading data technology business. I’m delighted my good friend and colleague, Sam Houlding, will take over the reins across the Spotlight Sports Group from 1st October and I trust he is going to continue to an incredible job.’

Houlding said ‘I am thrilled to be taking the role of Chief Commercial Officer at Spotlight Sports Group. This is an incredibly important time for the business and we are set up to continue our exciting evolution over the coming years thanks to the legacy Mike leaves after changing this business during his time here. Mike’s journey at Spotlight Sports Group has seen the establishment of our strong affiliate channels, the rapid growth of our content syndication business, the launch of our trading platform – AllSported – and integrating us with high street bookmakers across the UK and Ireland. Our aim is to continue to provide our partners with fantastic value across every area of our business and whilst Mike has set a very high bar over the years, my aim is to ensure that we continually improve the level of value we can offer and cement Spotlight Sports Group as the leading service provider in the industry.’

Spotlight Sports Group is the home to highly successful brands in the betting world including Racing Post, one of the most recognised and trusted names in sports betting with more than 34 years of intimate industry experience. The global reach and sports expertise are further strengthened by My Racing, Free Super Tips, Pickswise and Intellr. The specialist international agency services, ICS-digital and ICS-translate, help improve clients’ effectiveness in the marketplace by driving extended reach and increased traffic through performance marketing and by providing expertise in SEO, content marketing, digital PR and translation services.

Alona Shevtsova

Sends CEO Alona Shevtsova moderates Global Gaming Expansion panel in Riyadh

Published

5 hours ago

June 25, 2026

Wladimir P.

sends-ceo-alona-shevtsova-moderates-global-gaming-expansion-panel-in-riyadh

Alona Shevtsova, CEO of Sends, will moderate a panel at The Blockchain show on 29^th June, bringing together experts from entertainment, location-based gaming, and content localisation to examine what it takes to build sustainable gaming ecosystems across emerging markets.

The panel, titled “Global Gaming Expansion: Lessons from Untapped Markets,” will structure its discussion across four themes: the growth dynamics reshaping emerging gaming markets; the role of localisation in creating experiences that genuinely connect with new audiences; the infrastructure and communities needed to build gaming ecosystems beyond the game itself; and the lessons and opportunities that will define successful expansion in the years ahead.

Alona Shevtsova plans to frame the discussion around the central challenge for companies looking to expand globally: entering a new market requires far more than bringing an existing product to a new audience. Understanding local cultures, building communities, adapting experiences, and creating ecosystems that allow gaming to grow sustainably are all as important as the product itself.

Alona Shevtsova, CEO of Sends, said:

“The future growth of gaming will come not only from new technologies, but from understanding people — their cultures, communities, and the experiences they want to be part of. Successful expansion will belong to those who can combine global ambition with local understanding.”

The first segment will examine why regions including the Middle East, Africa, and South Asia are becoming increasingly significant for developers, operators, and investors — driven by young audiences, accelerating digital adoption, and new entertainment models creating substantial growth potential. Panellists will explore how consumer preferences differ across markets and what trends among younger audiences are shaping the future of gaming and entertainment.

The third segment will broaden the lens beyond the game itself, exploring the role of location-based entertainment, gaming centres, esports, and experiential destinations in attracting new audiences and building long-term communities. Panellists plan to address how entertainment ecosystems — spanning physical venues, events, and community infrastructure — accelerate gaming adoption in markets where the category is still establishing itself.

Earlier this month, Alona Shevtsova was shortlisted for the 2026 Great British Entrepreneur Awards in the Established Business of the Year category. Her team is also preparing for the Fintech Connect conference in London later this year. Sends will be a leading sponsor of this event.

*Sends is a trade name of SMARTFLOW PAYMENTS LIMITED, registered in England and Wales (Company No.11070048). For more information, visit sends.co .

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