Evoplay scales veteran to invade North America

Evoplay has decided it's time to take its game portfolio more seriously in the foreign market and has hired Ashley McCulloch as Vice President for North America. The idea is clear: stake a claim in the USA and Canada with someone who knows the ropes. McCulloch is no rookie, with 15 years of experience in giants like IGT and Light & Wonder. It's interesting to note how these iGaming companies always look for names that have already circulated throughout the market, almost like a corporate musical chairs game where experience serves to open doors in regulated states known for their tedious and slow bureaucracy.

"North America represents one of the most interesting growth opportunities for Evoplay, and the appointment of Ashley McCulloch is a big step forward," said Ivan Kravchuk, CEO of Evoplay.

Ashley's resume includes stints at Inspired Gaming Group and recognitions such as the "40 Under 40" of emerging leaders. At Evoplay, she will be responsible for licensing, partnerships, and product launches. The company has already made appearances in Ontario with BetMGM and Caesars Entertainment, and even entered the Washington DC lottery market at the end of 2025. It is a valid attempt to create a bridge to the US online betting ecosystem, a terrain where any regulatory misstep can cost millions.

The strategy is aggressive for 2026, but the challenge is real. The North American market is saturated and the audience is demanding, often preferring what they already know to new fancy mechanics. Evoplay has a reputation for delivering visually decent content, but now needs to prove that their games have the staying power to retain players in states where the competition never sleeps. Whether McCulloch's arrival will truly accelerate this climb or if she will just be one more piece on an already crowded board, only the next financial quarters will tell.

For those following the sector, the move indicates that Evoplay wants to go from being just an alternative name to becoming a fixed player in major operators. Ashley's experience with the land-based market may be the differentiating factor in understanding the psychology of the American bettor, who still holds a nostalgic affection for physical machines.

In the medium term, the focus will be on converting this prestige into a solid presence in more regulated states. The foundation has already been laid, now it remains to be seen if the games will appeal to the public or if they will just be more options lost in the sea of casino app icons.