SBC Media appoints Martyn Elliott as Managing Editor; Luke Massey returns as Media Director

SBC Media on 28 October 2026 appointed Martyn Elliott as Managing Editor and re‑appointed Luke Massey as Media Director. Elliott will lead editorial strategy and oversee the portfolio’s editors; Massey rejoins after more than four-and-a-half years away to run client content, webinars, digital conferences and SBC Insights research.

Leadership changes and immediate remit

Martyn Elliott has taken up the position of Managing Editor at SBC Media. He brings experience across the SBC ecosystem and wider betting-industry journalism. Elliott will lead editorial strategy and reaffirm SBC Media’s stated commitment to authoritative, credible and independent journalism.

Reporting to Elliott is SBC Media’s team of editors: Ted Menmuir (Editor‑at‑Large), Ted Orme‑Claye (SBC News and Lottery Daily), Joe Streeter (iGaming Expert and SlotBeats), Lucia Gando (SBC Noticias), Leonardo Biazzi (SBC Notícias Brasil), Jyoti Rambhai (Affiliate Leaders) and Rachael Kennedy (Payment Expert). The announcement frames their work as focused on original reporting, expert insight and maintaining high standards amid an increasing AI presence in media.

SBC Managing Director Andrew McCarron said, “Martyn’s experience, deep understanding of our media portfolio and knowledge of the industry make him ideally suited to lead our editorial strategy. He has played a key role in shaping SBC Media, and I’m excited to see him bring that experience to the Managing Editor position, supporting our editors and journalists as we continue to strengthen our reputation for authoritative, independent journalism and delivering genuine value to our audience.”

Elliott added, “SBC Media has built a strong reputation for delivering trusted industry news, original reporting and insight from the people shaping our industry. I’m looking forward to working closely with our editors and journalists to build on that foundation, championing the expertise and editorial independence that set our brands apart. At a time when the volume of content is growing rapidly, the value of experienced journalists, genuine insight and quality reporting has never been greater.”

Commercial leadership and product responsibilities

Luke Massey rejoins SBC Media to take the Media Director role that Elliott previously held. Massey returns from Senior Editor at The Sporting News and a nearly four‑year spell as Content Manager at FairPlay Sports Media’s Oddschecker property. He will lead SBC Media’s client content and a commercial editorial team.

The commercial editorial team listed in the announcement comprises Craig Davies (Senior Media Manager), Charlie Horner (Key Media Account Manager), James Ross and Fernando Noodt (Media Managers). Massey will also have a leading role in SBC Insights, overseeing research and report projects that produce bespoke research, whitepapers and premium reports for clients, plus regular industry touchpoints and editorially relevant content.

On his appointment Massey said, “It’s hugely exciting to be returning to SBC Media after gaining further industry experience and developing my skills. Having seen the business and the wider industry continue to evolve, SBC has a unique position at the intersection of media, events and industry intelligence, and I’m looking forward to working with the team to build on that strength. From client content and digital events to research and reports, there is a real opportunity to develop products that deliver meaningful value to our partners while providing the industry with content that is informed, relevant and worth engaging with.”

Commercial Director John Cook commented, “Martyn’s move into the Managing Editor role is a positive step for SBC Media, recognising the experience, product knowledge and editorial understanding he has built during his time as Media Director. His appointment reinforces the importance we place on the quality of our journalism and the expertise of the people behind it. Alongside Luke’s return, this structure gives us a strong foundation to develop our commercial offering, strengthen our client partnerships and ensure our products continue to deliver genuine value to the industry.”

Events and industry presence in 2027

Both Massey and Elliott are scheduled to represent SBC Media at industry events throughout 2027, including SBC Summit Europe, SBC Summit and ICE in Barcelona at the beginning of the year. Massey will take charge of SBC Media’s webinar and digital conferences, with input on the content calendar and direction for those products. Where relevant, SBC Media positions these activities inside its research arm, SBC Insights.