Before her appointment at Wondr Nation, a company affiliated with tribal interests, Howard had already established a prominent presence in the gaming industry. Her career began in 2000 with Caesars, where she spent nine years and ultimately became the regional director of marketing for Southern Nevada. Following that, she joined International Game Technology, contributing in various roles for six years, before serving as vice president of brand marketing and digital at Foxwoods Resort Casino for three years, a venue operated by the Mashantucket Pequot Tribe.
Transitioning from employee to partner and supplier at Wondr Nation proved to be smooth for Howard. She appreciates the broader implications for tribal relations. "For me, it’s been a pretty easy transition," she stated. "Being part of the Foxwood leadership team, I always looked at opportunities globally for the tribe. Now that we have the opportunity to really deliver on that, I have a unique vantage point."
With her marketing and digital expertise from Foxwoods, Howard feels equipped to meet the expectations of her new role. "Because I led marketing and digital, and I know what the team and I expected from a supplier, it’s very easy to deliver on that promise to them," she explained, adding that she carries forward successful initiatives from her previous role, particularly in social media. "Now I’m delivering some of those things, just now as a managed service for the tribe. From that standpoint, I think it’s been a seamless transition."
Looking ahead, Howard plans to cultivate Wondr Nation by forming partnerships with other tribes and technology firms, aided by events like ICE London. "What we want to do is to create an ecosystem of somewhat tribally focused partners," she noted, emphasizing the importance of understanding the specific needs of tribes. She believes that educating potential partners will facilitate better solutions for tribal organizations and smaller casinos. "ICE is a very big part of that, because you have so many great potential suppliers and partners right here."
Despite some tribes' hesitance towards online betting, Foxwoods has engaged in the Connecticut online sports betting sector, launching its offerings in October 2021 with DraftKings and opening a permanent retail sportsbook soon after. However, many tribes still prefer land-based operations. Howard pointed out that a significant factor is the desire to comprehend the supplier landscape, especially in states like California, where relationships between tribes and potential suppliers have been fraught.
Howard clarified that frustrations shouldn't be directed at any single entity, as outcomes often hinge on state regulations and inter-tribal relationships. "It depends on the regulatory environment, the tribal compacts and the relationship with the regulator and the elected officials in that state," she explained. The complexity of these dynamics can create hurdles. "I think that’s been a little bit of the challenge, just figuring out how do you get out of the minutiae and pull back and say, ‘OK what do we want to do? And what is the best path for this?’"
Despite these challenges, Howard remains hopeful for the prospects of tribal relations nationwide. She emphasized the need for mutual understanding to forge successful partnerships: "I think a big piece of it, which we’ve seen in California and other markets, is working together. Part of that is once again understanding the relationship and what the specific needs of the tribes are."
Moreover, she underscored the importance of recognizing the community-oriented nature of tribal operations. "With the tribes, it’s not just about the financial aspect, it’s also about the community," Howard pointed out. "It’s about making sure that the solutions in place are additive to their way of life, additive to building generational wealth and figuring out if there’s a path forward to creating opportunities for tribal members." Though some aspects of tribal, regulatory, and operational relationships may be beyond the industry's control, Howard believes success in the tribal gaming arena is contingent on the players involved.
