Leader Spotlight: Building products in an increasingly competitive market, with Ashlee Richards

Leader Spotlight: Ashlee Richards

Introduction

Ashlee Richards is a key leader at Kentucky Lottery, overseeing initiatives to entertain players and contribute back to the state through funding programs. She has played various roles in the gaming industry and transitioned from customer-facing positions to working with IGT’s internal game studios.

Fueling Imagination and Education

Ashlee focuses on delighting and entertaining players at Kentucky Lottery while maintaining integrity and effectiveness as a quasi-governmental organization. She emphasizes the importance of contributing to state programs for the youth and constantly seeks innovative ways to engage players.

The Crossover Between Sports Betting and Lottery Customers

Ashlee plays a crucial role in determining the intersection of marketing and product development at Kentucky Lottery. She collaborates with stakeholders to bridge the gap between marketing strategies and product enhancements, fostering a culture of openness to change and improvement.

Initiatives at Kentucky Lottery

Initially hired to launch the iLottery product, Ashlee led the development and expansion of the instant online games catalog. She then worked with Lotto New Zealand to assist in launching instant play games, overcoming challenges in product mix and platform compatibility. Ashlee highlights the collaborative nature of the lottery industry, where insights and learnings are openly shared among state and international lotteries.

Conclusion

Ashlee Richards brings a wealth of experience and innovation to the gaming industry, driving initiatives that entertain players, support state programs, and foster collaboration among industry stakeholders. Her commitment to continuous improvement and user-centric strategies positions her as a leading figure in the competitive market of gaming and lotteries.