Industry Insider: Kim Barker Lee, Executive Vice President, Chief Legal Officer, Bally’s

In this edition of the Industry Insider, we spoke with Kim Barker Lee, Executive Vice President and Chief Legal Officer at Bally’s and co-chair of African Americans in Gaming (AAG) about her journey into gaming, how she is promoting diversity and inclusion across the industry, what trends she is following into 2024, and more.
 

You have an impressive career in gaming that spans more than a decade. Can you talk about how that journey has shaped where you are now and how you’ve seen the gaming industry change?

The rapid evolution of digital gaming and sports betting in U.S. gaming and lotteries is probably the most profound shift I have experienced during my career in gaming. I knew nothing about gaming before I joined the industry in 2011 on the lottery side of the business, after a career in governmental law. In my first six months in the industry, I worked with a team that executed the first private management structure in the lottery industry and we sold the first lottery ticket over the internet.

At Bally’s, we say that we are “Always Ready,” which means we must each have a “creator” mentality in order to find ways to engage the players and customers of today and, importantly, tomorrow. I feel like my career mirrors that – I am always learning, growing, stretching, and focusing on getting things done.
 

You are a global DEI leader and advocate. What are some significant accomplishments in fostering diversity and inclusion values? Additionally, where do you identify opportunities for enhancement within the industry?

Understanding our players at a deeper level is what drives my viewpoint and approach to DEI because the business of gaming is about responsibly providing entertaining experiences to players in ways that are unique to them. It’s also about ensuring that the core of who we are – what we at Bally’s call our DNA – celebrates the diversity of our people, our players, and the communities where we live and operate.

When we see diversity as something that benefits us all, it drives outcomes across the industry and not just in connection with the important work happening in the human resources area. Game content, marketing, player insights, data, and the language of gaming are all integral to how DEI can be an engine for growth and expansion. The biggest opportunity for enhancement is to embed DEI into the fabric of how we create and talk to players.

But for this to have any impact, we need more people with a variety of lived and personal experiences at the table.
 

Congratulations on your recent appointment as the Co-chair of African Americans in Gaming, a notable announcement that was made during G2E 2023. In your new role, could you share the objectives and aspirations you envision for the organization? How do you foresee collaboration with G2E contributing to the realization of these objectives?

I am pleased to serve as co-chair with Anika Howard, CEO of WondrNation. The founding co-chair of African Americans in Gaming (AAG), Alex Dixon, built into our governance structure a 2-year term for co-chairs so that we can continue to grow and evolve as an organization and develop a strong bench of leadership. Over the next two years, our aspirations are to build our infrastructure, increase membership, and create additional opportunities for networking, professional development, and recognition. Importantly, AAG includes operators, legislators, regulators, and industry suppliers from the U.S., the Caribbean, Latin America, Europe, and Africa. With that level of membership, we can be a resource to each other and the industry as a whole. Most who attended the G2E AAG Reception experienced such strong, positive, energy in the room, and we want to be able to keep that level of excitement and engagement as we grow and evolve. In 2024, we will host more networking receptions, speakers, and industry recognition events so stay tuned.
 

G2E convened the global gaming industry in Las Vegas this past October. What trends and technologies interested you the most at this year’s event and what are you most looking forward to for G2E 2024?

The continued focus on responsible gaming, artificial intelligence, and regulatory engagement and cooperation across jurisdictions was of particular interest to me in my role as Chief Legal Officer. For G2E 2024, I look forward to more engaging sessions on those topics and perhaps an opportunity to spend even more time on the exhibition floor – there just never seems to be enough time to hit all the booths to experience what’s next in our industry. It’s all so exciting!