Gaming Intelligence Hot 50

James Coxon has made a huge impact at SBTech since joining as business development director from Scientific Games in early 2019. He was swiftly promoted to VP of commercial after just six months and given wider responsibility for all of SBTech’s 50-plus global partners and for the company’s main revenue line.

Bringing new ways of working and transforming the sales team, Coxon was instrumental in winning high-value government contracts and secured a historic agreement with BetGenius that gives customers access to UK football rights.

Coxon has led a complete overhaul of the way SBTech executes its commercial strategy, culminating in one of its most successful years to date.