Team Builder

Laura Olson-Reyes is an executive with deep roots in the supply side of the gaming business. A journalist by trade—B.A. in print journalism—Olson-Reyes entered the gaming industry via the corporate communications discipline first at United Tote Company, the parimutuel wagering system provider based in her home state of Montana.

After United Tote was acquired by Anchor Gaming, Olson-Reyes moved to Las Vegas, where Anchor eventually was acquired by IGT. By that time, Olson-Reyes had moved on to Aristocrat Technologies, holding a succession of communications and marketing roles during that company’s first Las Vegas heyday in the early 2000s.

But it was her move in 2007 to then-Bally Technologies that would launch Olson-Reyes’ career on a steady climb upward. After more than nine years with the company that became Scientific Games (now Light & Wonder), she left in 2017 as executive director, community and corporate relations, to become vice president of marketing & corporate communications for AGS, then moving in 2022 to senior vice president of marketing for Eclipse Gaming Systems, and ultimately to the C-suite in 2023 as chief marketing officer for BMM Innovation Group (BIG).

The move to BMM has evolved Olson-Reyes’ career into new territory. From marketing roles involving mainly games and systems, she dove into a new world of services related to testing of games and systems, and new disciplines like compliance solutions, cybersecurity, and training programs to promote responsible gaming.

“It’s very different than working at a slot supplier, so there’s been a big learning curve,” Olson-Reyes says. “Most of my career roles have been with gaming manufacturers, so this job at BMM Innovation Group is quite different. Rather than marketing games and systems, I’m focused on marketing our services for the global gaming industry—product testing and certification, cybersecurity services and virtual training.

“My job is not just about marketing; it’s about connecting all these pieces and making sure our message is clear and consistent in every market worldwide. It’s also one of the first jobs I’ve had where my work directly affects public trust. What we do helps protect players, suppliers and operators, and supports the integrity of the gaming industry, which makes the work even more meaningful and important.”

The learning curve has been smoothed out not only by Martin Storm, the CEO who has led the company for 23 years, but also by experts in every division of the company. “I’m lucky enough to work with people like Marzia Turrini, Kirk White, Travis Foley, and others who have shared their expertise with me.”

Three years in, Olson-Reyes has built a team that masters all the company’s disciplines. In fact, while she has garnered individual honors—the Great Women of Gaming Proven Leader Award, the Women to Watch Award, the Women World Award—her career has been marked by building teams at various suppliers and standing in the wings as those teams won multiple industry awards.

“I’ve been fortunate over the years,” she says, “because, as I’ve moved from company to company, there have been outstanding teams already in place. I’ve had the benefit of leveraging their experience and then hiring to build upon those teams. It’s the same thing at BMM. When I joined the company, we had great marketing people with years of compliance experience. I have been able to grow the team.”

It’s all about finding the right people, bringing out their strengths, and building trust through communication, she says. “I make sure everyone on the team understands the goals, and the ‘why,’” she comments, “and then I trust my team to do a great job.”

Add team connection outside of work and getting to know each member. “Understanding what motivates people individually has been key at BMM and other jobs I’ve held. After that is just leading by example, which is something I’ve tried to do.”

Olson-Reyes’ team at BIG enters 2026 with an eye toward the company’s future. In a deal expected to close in Q1, private equity firm The Visualize Group will acquire 60 percent of BMM Innovation Group. Storm will remain the company’s CEO after the deal closes, and has said the new private equity ownership will lead to new expansion of the company’s services.

“It’s going to be a new day for BMM,” says Olson-Reyes. “How we communicate the acquisition to our employees, clients and the industry will be important. Embracing changes and opportunities that could come from this acquisition will be big. At the same time, I’ll be focused on ensuring my team stays on track with all our normal global deliverables.

“Most important is understanding your audience, no matter what company you’re with, no matter what product or service you’re marketing.”