BlueRibbon brings in Ashkenazi as strategic advisor

B2B marketing platform provider BlueRibbon Software has appointed Rafi Ashkenazi, former chief executive of The Stars Group, as a strategic advisor to the business.

In his new role, Ashkenazi will support BlueRibbon with its plans to strengthen its online presence and gamification platform in regulated markets around the world.

Ashkenazi will join BlueRibbon having most recently served as CEO of The Stars Group, stepping down from the role following the operator’s merger with Flutter Entertainment in May this year.

He remains a non-executive director of the combined business, which is now operating under the Flutter Entertainment name.

“Having observed the value of the BlueRibbon platform and the traction that the company has created in such a short amount of time with leading tier one operators, I’m delighted to be joining them in growing the BlueRibbon foothold in strategic markets,” Ashkenazi said.

“Within the gaming industry, specifically in the newly regulated markets, existing engagement tools are limited and lack the flexibility that operators require.

“Through BlueRibbon's unique and innovative solutions, operators now have the ability to better differentiate their brands and seamlessly adapt to the ever-changing regulatory landscape.”

Amir Askarov, co-founder and CEO of BlueRibbon, added that Ashkenazi would bring “ground-breaking experience” to the provider’s team.

“Rafi’s addition to our advisory team, reinforces BlueRibbons powerful capabilities and strength in enhancing player loyalty and brand differentiation as it teams up with the one of the best minds in the gaming world,” Askarov said.

“Rafi is certainly a feather in our cap, and we look forward to this new and exciting chapter together.”