Voxbet, the betting software developer formerly branded as Onionsack, has hired former William Hill Online Managing Director Andrew Lee as its new Chairman.

As Chairman, Lee will be tasked with overseeing Voxbet’s strategy to expand its scope and global presence across the betting and gaming industry, with the firm’s primary product being natural-language wagering software which allows customers to type their own bets.

In addition to previously serving as MD at William Hill Online, the new appointee Lee has also held leadership positions as International Sportsbook MD at The Stars Group and President of WorldRemit.

Commenting on his new role, Lee said: “I’m thrilled to join the talented Voxbet team at such an exciting time for the business. Its pioneering technology is already proven with leading international operators. 

“I believe Voxbet has one of the most applicable ideas in the market, in that it solves a genuine problem for sportsbooks and its customers as well as creating new opportunities for customer reach. There is no more timely story in our sector than this one.”

Welcoming the new Chairman to the Voxbet board, the company’s Founder and CEO, Jonathan Power, detailed that Lee will join the firm as it looks to ‘rapidly and expand and grow’ its international customer base.

“His focus as a leader is proven at Tier 1 operators – he led the mobile first charge successfully at William Hill Online and sees the coming evolution to voice first. Andy has a track record of succeeding by being ahead of the curve. 

“We’re already enjoying the benefit of Andy’s analytical eye and strategic planning and when he speaks people listen. That’s priceless for us.”

Having rebranded from its original Onionsack commercial identity, Voxbet has stated a corporate objective “transform the user experience for sports bettors of every generation and territory”.

Speaking on the rebrand, Power maintained confidence in a customer trend which will see greater demand for personalisation and navigation, a market which the firm targets with its voice-to-text technology – having previously offered messaging services to brand’s such as Paddy Power whilst operating as Onionsack.

“The prevalent usage of voice amongst the younger generation combined with the investment in voice-to-text by leading technology companies suggests the same,” he added. “Our proven success in understanding text bets gives us a distinct head start in terms of voice interfaces in the sports betting space.”

“As such, the rebrand to Voxbet feels a judicious one, in that it immediately identifies our area of expertise in natural-language bet-processing, and points the way to how we envisage betting evolving in the future.”