NYX Interactive, a leading Swedish supplier of digitally distributed gaming entertainment systems, has established a sales office in the UK to be headed by former Sega Europe chief Steve Cook.
The Stockholm-based firm stated that Cook has many years of experience in the sector having previously served as European Managing Director for Parlay Entertainment Incorporated for two years. Before this, he was the European Managing Director for Tribeca Tables and also worked as General Manager for Sega Europe.
“I am delighted to be joining one of the industry’s fastest growing solution providers,” said Cook.
“I have been so impressed with their expansion plans and market share and this is a fantastic opportunity to be part of the NYX team.”
NYX Interactive offers a customised gaming system alongside an integrated payment system and operator related services and stated that Cook would establish a team based in London. The firm revealed that it had seen rapid growth in Scandinavia before this was similarly mirrored in the rest of Europe, confirming the success of its strategies at initiating new sales and marketing strategies across worldwide markets.
“Steve joining us is part of our expansion plans to become the dominant player in the platform and services sector.” said Staffan Lindgren, Chief Executive Officer for NYX Interactive.
The opening of the London branch coincides with the launch of a new software system from NYX Interactive that allows online bingo and casino operators to customise their games. Titles can now be transformed to suit operators’ own portals, brands or game ideas starting with configuration and color schemes before moving on to specific sounds and graphics.
'This is truly unique and has already be implemented by NYX customers,” said Lindgren.
“NYX offers an opportunity for any operator using this software to receive a customised setup and integrate with any existing technology.'