Yakir Firestane is a digital specialist with ten years of experience in online products and marketing. During the past three years, he has been leading the digital transformation of The Health Lottery and the gaming titles under the Northern and Shell group. During that time, The Health Lottery went from being a retail-focused business to one of the most digitally advanced lotteries in Europe, with 50% of its revenues coming from online with the only live lottery in Europe available every 3 minutes. The transformation process has resulted in doubling the digital revenues for the company and consequently doubling the contributions to good causes from online sales. Born in Russia and raised in Israel, Firestane holds a BA in Business and Psychology from Tel Aviv University and resides in London.