Andrew Grimshaw: Driving Innovation Across iGaming, Digital Marketing, and Sports Technology

Andrew Grimshaw is a highly accomplished business development leader with a diverse career spanning iGaming, digital marketing, sports, and entertainment. Known for his strategic vision and ability to foster innovation, Grimshaw has played a pivotal role in expanding businesses, forming high-impact partnerships, and introducing cutting-edge technology solutions to regulated markets. As Commercial Director at Checkd Group, he continues to shape the future of sports betting and gaming by blending creativity with data-driven strategies, making him a respected figure in the global tech and gaming sectors.

Early Career and Professional Foundations

Andrew Grimshaw’s career is built on versatility, adaptability, and a relentless focus on growth. Before entering the iGaming space, he worked across various industries, gaining valuable experience in marketing, business development, and partnership management. These early roles laid the groundwork for his ability to navigate fast-changing industries and deliver results under pressure.

Grimshaw began his professional journey in sectors like sports management, entertainment, and digital marketing, where he learned the importance of brand positioning, audience engagement, and strategic collaboration. This multi-industry exposure gave him a unique perspective, allowing him to see opportunities where others saw challenges.

Transition into the iGaming Industry

The turning point in Grimshaw’s career came when he entered the rapidly growing iGaming sector—a field that combines sports betting, online gaming, and digital innovation. His business development skills proved essential in building partnerships between technology providers and betting operators.

One of his earliest key roles in iGaming was at SIS Ltd (Sports Information Services), where he served as Digital Sales Manager. In this position, Grimshaw worked closely with operators to provide cutting-edge sports data and trading solutions, helping clients enhance their betting platforms. His understanding of both technology and customer needs made him a valuable asset in an industry driven by real-time data and user experience.

Impact at FSB Technology

Grimshaw’s career accelerated when he joined FSB Technology as Business Development Director. This role involved managing relationships with sports betting and casino operators while overseeing the delivery of omnichannel technology stacks.

At FSB, he was instrumental in helping operators adapt to evolving regulations and market demands. He championed the use of scalable, flexible platforms that could integrate with multiple content providers—offering end-users a seamless and engaging betting experience. His ability to bridge the gap between complex technology and commercial growth helped FSB strengthen its position in competitive markets.

Leadership Role at Checkd Group

In February 2023, Grimshaw took on one of the most significant roles of his career—Commercial Director at Checkd Dev, the technology division of Checkd Group. His appointment marked a strategic move for the company as it expanded into both UK and North American markets.

As Commercial Director, Grimshaw’s responsibilities include:

Leading partnerships with high-profile media brands and betting operators.

Expanding the company’s presence in regulated iGaming jurisdictions.

Overseeing the development and launch of innovative sports betting tools and applications.

One of his standout achievements has been his involvement in launching FlashPicks, a sports betting platform designed for North American audiences. The app combines live sports data, betting tips, and integrated operator links, making it a one-stop destination for sports enthusiasts.

Driving Innovation Through Partnerships

Grimshaw has a proven track record of creating impactful partnerships. Under his leadership, Checkd Dev has formed alliances with top-tier companies such as:

William Hill – Developing an Automated Betting System for horse racing and football, aimed at streamlining betting operations for tier-one bookmakers.

Podium – Enhancing racing data distribution across the UK and Ireland, enabling customers to access accurate and engaging betting information.

talkSPORT EDGE – Delivering sports content and betting opportunities directly to millions of fans.

These collaborations not only boost Checkd’s visibility but also demonstrate Grimshaw’s ability to align technology with customer demands.

Strategic Vision in a Competitive Market

The iGaming industry is highly competitive and regulated, requiring leaders who can adapt quickly to changes in technology, legislation, and consumer behavior. Grimshaw’s strategic vision revolves around three core principles:

Innovation – Constantly exploring new ways to integrate data, user engagement, and betting functionality.

Collaboration – Building partnerships that drive mutual growth and long-term value.

Market Adaptation – Staying ahead of regulatory requirements and regional market trends.

This forward-thinking mindset has helped Checkd Group maintain its competitive edge while expanding into new markets.

Career Beyond iGaming

Before his rise in iGaming, Grimshaw held senior roles in digital marketing and entertainment. He worked at agencies such as Amaze PLC and Latitude Digital Marketing, where he honed his skills in campaign strategy, client management, and digital transformation.

In the music industry, he served in management roles at Ignition Management, working with internationally recognized artists. This exposure to entertainment and fan engagement has influenced his approach to sports and gaming, where customer loyalty and brand identity are equally important.

Grimshaw also held a commercial position at Manchester United, one of the most globally recognized sports brands. His experience with a world-class sports organization reinforced his understanding of audience engagement and sponsorship value.

Clarifying the Nick Grimshaw Connection

Due to the similarity in their names, some people mistakenly believe Andrew Grimshaw is related to Nick Grimshaw, the well-known British television and radio personality. However, there is no relation between the two. Andrew Grimshaw’s career is rooted in business development and technology, while Nick Grimshaw is a media figure. The connection is purely coincidental.

Leadership Style and Work Ethic

Colleagues describe Grimshaw as a strategic thinker with a collaborative leadership style. He is known for empowering teams, encouraging innovation, and fostering open communication between technical and commercial departments.

His work ethic is rooted in accountability—setting clear objectives, measuring results, and adjusting strategies when necessary. This pragmatic yet visionary approach makes him effective in industries where both speed and precision are essential.

Looking Ahead: The Future of Andrew Grimshaw’s Career

With the rapid evolution of sports betting technology, Grimshaw’s role at Checkd Group is likely to expand further. As North American markets open up and consumer demand for interactive, data-driven betting experiences grows, his expertise in integrating technology with commercial strategy will remain in high demand.

Future areas of focus may include:

Leveraging artificial intelligence for personalized betting recommendations.

Expanding micro-betting opportunities during live sports events.

Integrating cross-platform engagement between media outlets and betting platforms.

Conclusion

Andrew Grimshaw’s career demonstrates the power of adaptability, vision, and strategic partnerships in shaping industries. From his early days in marketing and entertainment to his current leadership role at Checkd Group, he has consistently driven growth by aligning technology with market needs.

His influence in the iGaming sector extends beyond revenue—he is helping to define how betting platforms interact with users, how data is presented, and how technology can create more engaging sports experiences. In a competitive and ever-changing digital landscape, Grimshaw stands out as a leader who not only keeps pace with change but actively drives it.