In a move designed to broaden its industry connections, Initial Rewards Limited has appointed well-known industry veteran Hilly Ehrlich to its Board of Directors.
Initial Rewards is a leading dedicated supplier of promotional merchandise and loyalty reward programmes for the gaming industry and revealed that Ehrlich would head its new office in Tel Aviv.
“With this appointment, Initial Rewards is tapping into a huge range of industry decision makers,” said Lee Reuben, Director for Initial Rewards.
“Hilly’s expertise and long-standing relationship with so many people across the industry will introduce new opportunities for Initial Rewards to cement its position as the original and the best in the loyalty game. Customer retention is key in today’s market environment and Initial Rewards is unique in combining loyalty with experience.”
Ehrlich is based in Israel and is currently working with American television personality Montel Williams on a new poker format television show that is due to air in November. He most recently served as Head of Poker Networks for PartyPoker and has also worked as Vice-President of Marketing Online for the World Poker Tour and Head of Poker for Intercontinental Online Gaming.
“I’m flattered and excited by this appointment,” said Ehrlich.
“I know the Reubens as friends as well as business leaders in their field. It will be an honour to work with them and to develop the Initial Rewards business further, maintaining its market-leading position.”
London-based Initial Rewards stated that it is currently working on a number of big projects and revealed that the Tel Aviz agency would constitute its second non-UK office in addition to its department in Taiwan. At the moment, the firm said that it is leveraging its relationship with firms such as Playtech, CryptoLogic, Microgaming and Merge Gaming in order to integrate back-end loyalty platforms and simplify set-up processes.