BetStars, the new online betting service from PokerStars and the online sports betting brand of The Stars Group Inc. (TSGI:Toronto), announced recently the appointment of Andrew Lee as its Managing Director. Lee, whose responsibilities will include the strategic direction, performance and growth of the sports betting business, will be based at Stars Interactive Group Isle of Man headquarters.

An experienced gaming executive, since 2000 Lee has been active in the online gaming industry having served from Oct. 2012 to Jan. 2016 as Managing Director of William Hill Online and consecutive to that as Interim Head of Mobile of William Hill Online from Apr. 2012. Lee joins BetStars on Jan. 29 in succession to Zeno Ossko who held the role since Sept. 2016, according to the press release.

“Andy is an experienced operator with proven credentials of developing an industry leading online and mobile sportsbook,” said Rafi Ashkenazi, The Stars Group CEO. “We expect his appointment will help us achieve our aim of developing our sports betting business into a strong secondary customer acquisition channel to our leading poker business, improve its market share in our top European markets, and prepare it for future geographic expansion.

“I want to thank Zeno for his nurturing of BetStars into an emerging pan-European sportsbook, a period in which we recorded strong growth in players, engagement and wagering,” said Ashkenazi.

In addition to the day-to-day operations, in his role as Managing Director of William Hill Online, Lee was responsible for the strategic direction of the company’s online business. Lee’s leadership at William Hill Online helped to establish the UK bookmaker as an industry leader.

Lee said, “I’m looking forward to helping The Stars Group achieve its sportsbook goals by continuing to grow and develop its customers’ experience, reach, and market share within the exciting and growing global gaming market.”

Lee most recently was the President of WorldRemit, an online money transfer service, from July 2016 to May 2017. He has previously held sales and senior analysts roles in the financial markets focusing on the entertainment, hospitality and gaming industries for several companies including Jeffries International, Dresdner Kleinwort and Bank of America Merrill Lynch.