INTERVIEW – ARISTOCRAT
MB: What has been the most positive thing about Aristocrat’s year to this point? MH: There has been a great deal of excitement and positivity at Aristocrat in 2024, and perhaps the most positive has been the creation of Aristocrat Interactive, following the acquisition of NeoGames. This unlocks a great deal of potential for our entire enterprise and gives us the ability and tools to offer a true omnichannel offering to our customers. That is crucial for our customers in the European region as online gaming is very established in this market. What has been interesting is the crossover learnings from land-based to online and vice versa. For example, we have developed mechanics in the online world that we have brought to land-based games, as well as bringing features of land-based to online. This, combined with the potential omnichannel experience, creates a very exciting situation for us as a company and by extension for our customers and their players.
MB: What have been the toughest aspects of the year so far? MH: I don’t know that I’d use the word “toughest,” as we’ve had a great year so far with a lot of tail wind. This said, of course we have our day-to-day challenges that we all have in this industry, but
without these, it would not make the industry that we all love so much, a unique one.
MB: Have there been any surprising trends that have directed the company this year? MH: This is a truly thrilling time in the industry where new developments and trends continuously ensure that operators can continue to entertain players. I am very excited and honoured to be surrounded by an amazing global Design & Development team who continue to innovate using technological evolution to create new ideas and content. As a result, we see ourselves not as the follower of trends, but much more as a driver of trends that in turn helps the operators to drive theirs in the creation of their customer experience.
MB: How will we see Aristocrat expand and grow across 2024? MH: We view Europe very positively and consider it a growth region for our business. Of course, “Europe” is a small word that stands for a large and diverse marketplace, and that is why we focus on key markets, while also looking at new market segments to drive growth. This means we have been, are, and will continue to invest in D&D to ensure we create the right product for our
customers and their players’ unique preferences in each region.
MB: What is your next key point of focus? MH: ICE 2025 will be major milestone for Aristocrat. We will introduce exciting new products, and we will have a joint showcase with Aristocrat Interactive, further underscoring our commitment to the omnichannel future of gaming.
MB: What key steps forward do you expect the company to have taken before the close of 2024? MH: As we said in our first half results, we will continue to properly support our core customers and business as we lay the foundation for the partnership with Aristocrat Gaming and Aristocrat Interactive. I have never been more excited about the future of gaming in Europe, and it is thrilling to be at this company, which is leading the way forward for the entire industry.
SEPTEMBER 2024 11
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