Kelly Kehn: “We want our ideas to be respected”

We grabbed a coffee with Kelly Kehn, partner at HappyHour and co-founder of the All-in Diversity Project, to chat about making iGaming more inclusive. With over 20 years in the biz, Kelly shared some top-notch insights on why transparent diversity metrics and values-based leadership are key. Spoiler alert: it’s more than just ticking boxes!

About: Kelly Kehn is currently a partner at HappyHour, an early-stage and seed VC investor in the igaming space. She is also the Co-Founder of All-in Diversity Project, a not-for-profit supporting businesses to make inclusive workplaces a business imperative. With over 2 decades in the iGaming industry, Kelly leads HappyHour’s communications and PR strategy as well as supports the efforts of the portfolio businesses with network and expertise.  As the co-founder of the All-in Diversity Project, Kelly oversees the strategic direction of the organization including fundraising, business growth and development, network and development of ambassadors, and the oversight of grant-making and sponsorships. Kelly is known for her lasting relationships and her voice for people from underrepresented groups.  

With over 15 years of senior management experience across the US, Canada, Europe, and the UK, Kelly brings a wealth of expertise in commercial strategy, marketing, and business development. Her broad perspective and ability to adapt to new social and business environments have served her well throughout her career. 

What inspired you to co-found the All-in Diversity Project, and how does your personal brand align with its mission?

Kelly: We decided to start All-in after a few too many ‘ladies events’ where we saw the same women, complaining about the same things and no action being taken. No one was getting to the height of their career that they wanted to be, bias and discrimination were everywhere, and in turn, we could see the industry suffering as a result. Tina and I, both consultants at the time, got together and decided that we could have the most impact if we could measure diversity and work with businesses in order to change their metrics – not just for women but for all underrepresented groups. And that’s exactly what we did. Today, we work with businesses of all sizes around the world to create transparency around their workforce people, practice and policy. This transparency helps create a benchmark for improvement. 

I’ve worked my entire career in gaming. My first job in the industry was in horseracing and then I moved to an online sportsbook just as the internet was taking off. I wasn’t aware of my personal brand before the All-in Diversity Project. I had a pretty good network, I wanted to be liked and wanted to rise to more leadership positions (and to be clear, I thought being liked would help me get there). When we started the All-in Diversity Project, I quickly realized that I had to choose between sticking to my values and being liked. This project wasn’t going to make me popular with everyone, especially the old regime who believed it wasn’t broke and did not see the point in fixing it. Hopefully, it’s self-evident, but I chose my values. 

That choice was transformative for me. Sticking to values guided us through some very difficult times as a startup, helped me to define myself as someone who values people and real contribution to the industry, and expanded my network further than I could have ever imagined. 

Can you share a pivotal moment in your career where advocating for underrepresented groups significantly impacted your professional journey?

Kelly: In 2018, the mass media descended onto ICE and criticized the entire industry for sexism and a laissez-faire attitude toward all of it. The Guardian published the line, “… The conference also included a small stand hosted by the All-In Diversity Project, which describes itself as an “industry-driven initiative to benchmark diversity, equality, and inclusion for the global betting and gaming sector”.There was nobody at the stall when the Guardian passed by several times, but it featured a blackboard inviting people to add to the phrase “The way to equality is … ”. Underneath that phrase someone had written “fewer promo girls”.

What they wrote was true, but we weren’t absent because we didn’t care. We were running from one end of the Excel to another trying to speak to businesses about our work. It was then that we realized that we couldn’t keep running back and forth. Our work is most effective if it’s in the hands of the companies that people want to work for. We can advocate until we are blue but when we can show that DEI improves just about every aspect of a business, it’s much more effective. 

How do you navigate the intersection between your roles in industry and investor relations with your passion for advocating for diversity and inclusion?

Kelly: That’s an easy one! I have such a strong network of people who are rooted in their values and also love this industry that the roles go hand-in-hand. I took the role at HappyHour because of the shared values of those who worked there. It is an opportunity to use my existing relationships, grow those connections, and gain a larger network all while learning a new side of the industry… supporting startups has a similar feel to advocating for underrepresented groups. 


In 2022, Pitchbook reported that VC-backed startups founded solely by women received a mere 2% share of the total capital invested in the United States (0.9% in Europe).

How would you advise fellow women looking to raise funds in this industry, given the limited capital allocated to female-founded ventures?

We’ve got a lot of work to do on this side. Women aren’t also well-represented on the investment side either. Don’t let the statistics stop you. Good ideas from passionate founders get funded. 

What is your betting style? Do you have a strategy that you follow? And what betting tips do you have for those who are starting out?

Kelly: I’m the last one you want to take advice from when it comes to betting. STOP READING NOW if you are looking for any kind of advice. I only bet on college basketball and always bet on Kentucky and Duke when available. I bet with my heart only and it almost never pays. The only tip I would offer is this: Make sure you check your mindset. Betting should be about enhancing your experience. Have fun and then leave it at the door. 

What do you think is missing in the Igaming and sports betting industry today? Where do you see the biggest gaps?

Kelly: Innovation. There are so many startups out there with some great ideas. Where most of them fall short is that they aren’t close enough to a broad base of players like the larger operators to be able to see trends and know what works/how to serve their customers long term. Large operators don’t have the bandwidth to work on R&D themselves. There needs to be a more significant channel to bring great products to players while also serving the wider industry. 

I think we also need to start talking more about our social impact as an industry. OK yes, we talk a lot about responsible play but we need to be more involved in the communities in which we operate. We are very privileged in this industry and we should consider how we use our wealth and privilege for the good of the environment and society. 

What do women want (in sports betting and/or Igaming)?

Kelly: I think we all just want respect…whether it be in our jobs, being respected for the work that we do, or being respected when we need to have boundaries. We want to be respected when we play or bet like everyone else. We want our ideas to be respected when we become founders and respected as the leaders we are.

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