Greentube, the interactive arm of Novomatic, has appointed Felipe Ludeña as its first chief sportsbook officer as it looks to continue its North American expansion.

Ludeña has officially joined Greentube and taken a seat on the developer’s board as part of a strategic move to strengthen the collaboration between the two businesses. Chief operating officer Georg Gubo will replace him as managing director of the Admiral Sportwetten business, combining that role with his current position as COO.

Greentube was recently granted a supplier license by the Alcohol and Gaming Commission of Ontario (AGCO). Once it enters the market, it will add Ontario operations to its presence in North American jurisdictions including British Columbia, Manitoba, Quebec, New Jersey, and Michigan.

The brand called Ontario “a region of great importance” to its operations and said it will form new operator partnerships “in the coming months”.

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“With our continued strong performance in regulated markets across the world, it is a natural evolution for Greentube to fully immerse itself in the wider entertainment industry,” Ludeña said. “I am honoured to be appointed as the company’s first chief sportsbook officer. While Greentube has a vast heritage in online gaming, we want to engage players across a variety of different online verticals in future months and years.”