Kelly Kehn: ‘Backing Startup Innovators is an Investment in the Industry’s Future’

Kelly Kehn, drawing on more than two decades of experience in the technology sector, has articulated a vision of industry development centred on nurturing early-stage innovators and emerging companies. As co-founder of the All-in Diversity Project and the startup launchpad Defy, Kehn occupies a position at the intersection of venture capital, diversity advocacy, and gaming innovation. Her perspective reflects a growing recognition within the iGaming industry that sustained competitive advantage and market evolution depend on cultivating the next generation of entrepreneurs and technologists.

The creation of dedicated launchpads and accelerator programmes signals a maturation of the gaming sector's approach to innovation. Rather than relying solely on organic internal R&D or acquisitions of established firms, operators and industry stakeholders are increasingly investing in structured ecosystems that identify, fund, and mentor early-stage ventures. These initiatives serve multiple strategic purposes: they generate deal flow for potential acquisitions, create partnerships with emerging technology providers, and signal commitment to industry renewal and diversity.

Kehn's emphasis on backing startup innovators reflects broader industry trends toward decentralisation of innovation. Startups often operate with lower overhead, greater agility, and willingness to challenge incumbent assumptions—qualities that can accelerate development of novel solutions in areas such as player retention, responsible gambling technology, compliance automation, or customer experience enhancement. By investing in these ventures, established players gain exposure to emerging talent and ideas while potentially acquiring promising technologies or talent before competitors do.

The diversity dimension of Kehn's work underscores an additional imperative: ensuring that innovation ecosystems reflect diverse perspectives and backgrounds. The gaming industry, like much of technology, has historically struggled with representation and inclusion. Deliberate efforts to support founders and innovators from underrepresented groups can broaden the talent pool, reduce groupthink, and generate solutions attuned to diverse player demographics and market needs. For the industry, this approach represents both a values commitment and a pragmatic investment in competitive positioning and long-term sustainability.