From All-In Diversity Project to Defy the Odds: Kelly Kehn on Building Industry-Wide Change and Why "Everyone Knows Everyone" Is Your Superpower

With over two decades in gaming and tech, Kelly Kehn has built a reputation as a connector, changemaker, and multi-award-winning leader who brings people together to build purpose-led businesses. In 2017, she co-founded the All-In Diversity Project, an industry-led non-profit that benchmarks diversity, equality, and inclusion across the global gaming sector through the All-Index report—a rigorous framework used by major companies like IGT and Kindred to measure DEI progress as a boardroom imperative, not a marketing exercise.

Now, Kelly has co-founded Defy the Odds (DTO) alongside gaming industry veterans Paris Smith (former Pinnacle CEO turned angel investor) and Sue Schneider (VP of Americas at SBC Events), creating a startup launchpad specifically focused on supporting female and minority founders in gaming. DTO operates on a flexible model: when there's strong deal flow, they accelerate it; when there are promising people without a path, they develop them. The platform offers everything from an AI-enabled pitch deck analyzer to curated investor intros, helping underrepresented founders navigate what Kelly describes as gaming's deceptively small ecosystem: "iGaming seems vast to newcomers, but is actually quite interconnected once you understand it."

Kelly's expertise spans commercial strategy, leadership, marketing, and business development across gaming, ESG, and investment sectors. She's previously served as Partner for Industry Relations at Happyhour.io and has worked at Initial Rewards, where she pioneered gamification in loyalty programs for iGaming clients. Her philosophy? Start before it's perfect, lead with measurable value over slogans, and remember that in tight-knit industries where "everyone knows everyone," specificity is your superpower.

In this Q&A, Kelly shares why she chose a non-profit model for All-In Diversity Project over a for-profit consultancy, how Defy the Odds balances advocacy with business sustainability, and her tactical advice for breaking into established industry circles without coming across as transactional: "Be crystal clear about who you need, why, and what you're asking for. Do your homework, bring a crisp one-pager, and always make follow-up easy."

Co-Founding the All-In Diversity Project – Building an Industry-Wide DEI Movement

You co-founded the All-In Diversity Project in 2017 as an industry-led non-profit that benchmarks diversity, equality, and inclusion across the global gaming sector, creating the All-Index report that major companies like IGT and Kindred use to measure progress. For female entrepreneurs who want to drive systemic change in their industries, what made you decide to build a non-profit initiative versus a for-profit consultancy? How did you secure founding members and industry buy-in when DEI work can be seen as "soft" or non-essential, and what advice would you give women about building credibility when advocating for cultural change in male-dominated sectors?

We chose a non‑profit because integrity mattered more than margin. Making All‑In independent kept the data clean, comparable, and free from any single sponsor’s agenda—critical if you want boards to treat DEI as a business imperative, not a marketing exercise.

Industry buy‑in took time, but we started All-in Diversity Project because we knew that in order to make DEI a boardroom imperative, businesses needed tools.  We led with value: a clear framework (the All‑Index), rigorous methodology, and tools companies could use immediately. Early champions like IGT and Kindred came on board because we gave them something measurable to manage, not slogans—then we amplified their wins to bring others along.

Advice to women driving change: start before it’s “perfect.” Just get started—it will never be perfect, but if you’re passionate and truly believe in what you’re advocating for, people will come along on the journey. People buy conviction—believe it, build it, listen, iterate, and keep going.

From All-In Diversity Project to Defy the Odds – Launching a Startup Launchpad for Underrepresented Founders

You recently co-founded Defy the Odds (DTO) with Paris Smith and Sue Schneider, creating a startup launchpad specifically focused on supporting female and minority founders in gaming. For female entrepreneurs building platforms or initiatives to support other underrepresented founders, how do you balance advocacy with business sustainability? How did you identify the gap that DTO fills versus what existing accelerators or VCs offer, and what's your framework for connecting startups with investors and operators in ways that actually lead to funding and partnerships?

Advocacy vs. sustainability isn’t a trade‑off for us—it’s the operating model. We built DTO to flex to what the market needs in any given quarter: when there’s strong deal flow, we accelerate it; when there are promising people without a path, we develop them. That’s how an industry grows—by adding new perspectives and new builders—so value expands rather than being redistributed. Practically, that means combining mission with measurable outcomes: founders launched, pilots secured, follow‑on capital raised, and tools that reduce friction for the next cohort.

We identified the gap from years inside gaming, fintech, and sports—too many homogeneous ideas cycling through the same networks. Capability wasn’t the blocker; access was. Our framework is prep, match, and amplify. Prep: make founders investor‑ and operator‑ready (narrative, metrics, compliance) and productize support like our AI‑enabled pitch deck analyser. Match: curate intros to investors and Tier‑1 operators with clear briefs, success metrics, and timelines so meetings convert. Amplify: create visibility through events, social, and opportunities to share and build profile. 

"iGaming is Actually a Pretty Small Industry Once You Get to Know It" – Strategic Networking in Niche Sectors

You've written about how iGaming seems vast to newcomers, but is actually quite interconnected once you understand the ecosystem. For female founders entering niche or specialized industries where "everyone knows everyone," what's your practical advice for building relationships and credibility quickly? How should entrepreneurs approach networking in tight-knit communities without coming across as transactional or opportunistic, and what mistakes do you see new founders make when trying to break into established industry circles?

In industries where “everyone knows everyone,” specificity is your superpower. Ask for intros, but be crystal clear: who, why, and what you’re asking for (“A 15‑minute sanity check with [Name] would help us validate A/B”). Do your homework on customer pain points, bring a crisp one‑pager or pilot brief, and always make follow‑up easy. For networking on a larger scale, find the right rooms—niche meetups at industry events, LinkedIn groups, open forums—and show up consistently; credibility compounds with repetition.

Approach networking with humility and intent. Be yourself, state plainly what you need, and offer something useful back (an insight, a warm intro of your own, a thank you). People are generous when they know how to help and trust you’re not wasting their time. The biggest mistakes new founders make: trying to be someone they’re not, overclaiming what they’ve built, spamming generic asks, and treating every interaction as a pitch. Instead, be honest about stage and gaps, ask precise questions, and close the loop—thank the intro, share outcomes, and keep people updated. Credibility grows from doing what you say you’ll do, learning in public, and showing steady progress. In tight‑knit ecosystems, relationships are a long game: show up, add value, and be consistent. Do that, and the “everyone knows everyone” network starts working for you.

Are you a woman leader with an inspiring journey to tell? Founded by Women is on a mission to elevate and amplify the voices of women making an impact.

If you're breaking barriers, driving change, or paving the way for others, we’d love to feature your story. Get in touch with us today!

👉 hi@foundedbywomen.org