B2B marketing platform provider BlueRibbon Software has confirmed the addition of Rafi Ashkenazi as its new strategic advisor.

Ashkenazi, who most recently served as the chief executive officer of The Stars Group, will support BlueRibbon in growing its presence across regulated gaming markets.

The B2B marketing platform provider praised Ashkenazi’s expertise in the igaming industry, and hopes that his experience from holding a series of c-suite management positions will ‘add to the strengthening of the BlueRibbon brand’.

Amir Askarov, co-founder and CEO of BlueRibbon Software, said: “We at BlueRibbon are thrilled to have such a visionary and gaming specialist share in our passion to provide operators and players alike with innovative, next-level engagement tools.

“Not only does Rafi bring with him an astounding amount of industry achievements and groundbreaking experience but an insightful eye into the business at large.

“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 one of the best minds in the gaming world. Rafi is certainly a feather in our cap, and we look forward to this new and exciting chapter together.”

Commenting on his new role, Ashkenazi added: “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 1 operators, I am delighted to be joining them in growing the BlueRibbon foothold in strategic markets.

“Within the gaming industry, specifically in the newly regulated markets, existing engagement tools are limited and lack the flexibility that operators require. Through BlueRibbons unique and innovative solutions, operators now have the ability to better differentiate their brands and seamlessly adapt to the ever-changing regulatory landscape.”