Rafi Ashkenazi

Early Career And Rise Through Playtech

Ashkenazi graduated in industrial engineering from Shenkar College in Israel. He entered the industry through Playtech, where he became Chief Operating Officer and a board member.

At Playtech he gained hands-on experience in product development and regulated markets. This period established him as a leader capable of scaling technology-driven operations.

Leadership At The Stars Group And Global Expansion

He joined The Stars Group in 2013 as Chief Operating Officer and later became Senior Vice President of Strategy. In 2016 he was appointed CEO, taking responsibility for the company’s global direction.

Under his leadership The Stars Group expanded beyond poker into sports betting and casino. The acquisition of Sky Betting & Gaming became a major milestone in the group’s transformation.

He stepped down in 2020 after the merger with Flutter Entertainment. His tenure is widely viewed as one of the most consequential periods in the company’s history.

Entry Into Hard Rock Digital And Digital Transformation

Ashkenazi joined Hard Rock Digital in 2020 to build the brand’s new global online offering. His role as Executive Chairman focuses on long-term strategy, product development and market expansion.

Hard Rock’s existing land-based footprint created a strong foundation for digital growth. Ashkenazi’s task has been to turn brand recognition into a scalable online ecosystem.

In 2023 the company launched Hard Rock Games after acquiring WGames. The move strengthened its presence in mobile and social gaming content.

Strategic Vision And Industry Influence

Ashkenazi is known for combining operational structure with product-focused decision making. He consistently emphasises technology, compliance and customer experience.

His strategy for Hard Rock Digital centres on connecting physical venues with modern online platforms. This approach aims to position Hard Rock as a competitive operator in regulated markets worldwide.