Non-executive capacity

USAbility appoints IGT's Joe Asher to newly formed Advisory Board

Joe Asher.
Reading time 1:38 min

Sports betting and iGaming industry consultancy USAbility announced Thursday that Joe Asher, President of Sports Betting at IGT and former CEO of William Hill US, will join the company's newly formed Advisory Board in a non-executive capacity, and as a shareholder.

As a "one-stop shop" for compliance, product, and project delivery advisory, USAbility will look to harness Asher's industry experience to "continue providing gambling companies globally with better ways of delivering business and technical change," the firm said.

Asher took on the role of IGT President of Sports Betting in 2021, having been CEO of William Hill US since 2012, following William Hill's purchase of Brandywine Bookmaking, where Asher had also been President and CEO.

Joe Asher

Joe Asher described USAbility as having "a solid track record and substantial expertise" in many aspects of online gambling and sports betting, from licensing and product certification to delivery and product launches.

"I have worked with the USAbility team going back to 2018-19 when they worked with William Hill US on the complex migration program that enabled the launch of the Liberty platform in New Jersey. This sort of work is inherently difficult, but it was done successfully thanks in large part to their expertise," he noted.

"I've always been careful about the companies with which I work, but after a lengthy process decided to join the USAbility Advisory Board and take an ownership interest in the company. I'm confident we will be able to grow their already successful business," the executive added.

Avi Howard

Avi Howard, CEO of USAbility, also commented: "We're truly delighted to welcome Joe Asher to the Advisory Board. Joe is an industry hall-of-famer and a successful entrepreneur with unparalleled knowledge, experience, and network."

The CEO said that the joint work in the past means that Asher benefitted from USAbility's services "during one of the most complex platform migrations" in the post-PASPA era. However, the landscape is still changing, the executive noted.

"The industry is going through a significant phase of consolidation, where the need for our expertise in technology migration, business integration, and digital transformation is at an all-time high," Howard explained.

"As an industry leader with such a unique prior experience with us and in his current role at IGT, Joe is exactly what we need to continue growing at the pace we have become accustomed to. We look forward to achieving great success together," he concluded.

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