Ashkenazi’s role will include helping the B2B marketing platform provider strengthen its online presence in the gambling industry, as a marketing and gamification platform across regulated markets world-wide.

The appointment comes two months after leaving his role as TSG CEO, stepping down after the operator’s acquisition by Flutter went through in May. However, Ashkenazi remains non-executive director of the combined company.

Speaking about his new role, Ashkenazi said: “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 am delighted to be joining them in growing the BlueRibbon foothold in strategic markets.”

Blue Ribbon co-founder and CEO Amir Askarov, added: “Rafi’s addition to our advisory team, reinforces BlueRibbon’s 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. Rafi is certainly a feather in our cap, and we look forward to this new and exciting chapter together”.