What is the most significant value proposition that Aristocrat now offers to land-based operators?
Our ability to bring together innovation, exceptional content, renowned brands, and cutting-edge hardware sets us apart. We strive to enhance player experiences while driving growth for our customers. Our long- term commitment goes beyond transactional relationships; we aim to be strategic partners, helping operators grow sustainably.
NeoGames’ robust technology stack, proven operations, and breadth of solutions across iGaming, sports betting, and iLottery made it an ideal partner. Its established presence and long-term customer relationships allowed us to focus on scaling our content across multiple channels without extensive integration challenges.
What excites you most from the Aristocrat booth at ICE for 2025? I’m thrilled about the launch of the Baron Upright cabinet, which brings
My focus revolves around the three P’s: People, Product, and
Partnerships. My role is to lead the gaming division and ensure cross- collaboration with online and social gaming in regulated markets, delivering “One Aristocrat” for our customers. By driving innovation
and execution, we aim to maintain our leadership on the front line. For instance, our recent drone show at Monte-Carlo Société des Bains de Mer’s Casino Café de Paris for the international Phoenix Link launch exemplifies how we’re blending creativity and execution.
What are your primary goals as CEO?
My focus revolves around the three P’s: People, Product, and Partnerships. My role is to lead the gaming division and ensure cross- collaboration with online and social gaming in regulated markets, delivering “One Aristocrat” for our customers. By driving innovation and execution, we aim to maintain our leadership on the front line. For instance, our recent drone show at Monte-Carlo Société des Bains de Mer’s Casino Café de Paris for the international Phoenix Link launch exemplifies how we’re blending creativity and execution.
What difference did showcasing Aristocrat Gaming and Aristocrat Interactive on a single booth at ICE Barcelona make? It marked the first iteration of “One Aristocrat” in action. Both internally and externally, this unified approach reinforces our comprehensive platform and content offering. Now, it’s about fully executing this vision to deliver maximum impact.
What made NeoGames the perfect fit for Aristocrat? 24
CRAIG TONER Chief Executive Officer, Aristocrat Gaming
advanced technology and a diverse portfolio of games, including Ju Cai Jin Gui, Mo’ Mummy, Fortune Harmony, and Bao Bao Riches. Additionally, Phoenix Link builds on the success of Dragon Link and Lightning Link, offering something for every type of player. Tis breadth of content ensures we can meet a wide range of player preferences.
How do you prioritise channels for game development?
We focus on scale and accessibility. Our goal is to deliver content to players wherever they choose to play - whether in a casino, on the train, or at home. Tis player-first approach underpins our vision of providing “the best seat in the house.”
What was the standout moment for you at ICE Barcelona?
Te highlight was the strong customer engagement. Despite not being in the traditional land-based ICE hall, we had back-to-back meetings with customers. It reinforced the strength of our content, and the trust customers place in us to deliver innovative solutions.
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