CEO Craig Toner merging 'Aristocrat' under single leadership
Rewritten Article:
Title: Aristocrat Gaming's Craig Toner Navigates Transformation and Collaboration
Craig Toner, freshly appointed as CEO at Aristocrat Gaming, is navigating a period of rapid change for the company. He reflects on the challenges ahead as he strives to unify the team under a "one Aristocrat" culture.
Our conversation takes place at a bustling stand during ICE Barcelona 2025. Toner exudes an approachable demeanor, relaxing with his antipodean lilt, which belies his strategic acumen that's seen him rise through the ranks of an Australian Stock Exchange-listed gaming enterprise.
While Toner is settling into his new role as the land-based CEO, Aristocrat Interactive, the digital arm of Aristocrat Leisure, is busy consolidating recent acquisitions of Anaxi and NeoGames. Toner acknowledges the need to bridge the collaborative divide between the land-based and digital sides of the business, emphasizing the importance of maintaining a unified Aristocrat ethos.
Recently, Aristocrat Interactive has introduced the previously land-based slot game, Mo' Mummy Mighty Pyramid, online in New Jersey. Launches in the UK and Ontario are also on the horizon. Toner highlights the importance of this collaboration, stating, "We have a big focus on how we leverage the breadth and depth of the portfolio across the whole customer base..."
United Under One Aristocrat
Toner is unequivocal that the online gaming segment is the next major growth driver for Aristocrat. As such, the company is concentrating on integrating the talent and expertise across both the land-based and digital spheres.
"The gaming industry still has plenty of room for growth, but the accelerator now is that online team," he says. "We're working on getting the land-based content, proven winners, online to enhance profitability."
He continues, "It's about bringing the pride of the teams and the sales teams together. We are bringing the teams together and driving a more enterprise-focused approach. Fusing diverse perspectives is where the true value lies."
On the land-based front, the primary strategy remains to continue excelling at what Aristocrat does best—delivering exceptional content. "We've just launched The Baron cabinet, and it's flying off the shelves. Our latest launch, the Phoenix Link game, is also doing well," Toner states. "Our focus now is on planning our next moves and ensuring our content stays fresh and innovative."
Looking ahead, Toner predicts expansion in regions where Aristocrat is already active, such as the Americas, Australia, and Asia. In the US, he expects continued growth in the core markets, and the company is exploring new adjacencies to maintain its market leadership.
In Asia, Toner reports success with the Dragon Link game, which is performing exceptionally well in key markets like the Philippines, Macau, Vietnam, Cambodia, and Korea. As Asian markets recover from the pandemic, Aristocrat's attention shifts towards expanding its presence in Europe, Middle East, and Africa (EMEA).
The UK market is high on the priority list, following the increase in the number of B1 casino games permitted in casinos—a move intended to level the playing field between land-based and online operators. In response, Aristocrat is conducting trials with its partners to better understand UK player preferences and position itself for rapid market entry.
Toner consistently refers to Aristocrat's strong relationships, emphasizing the company's efforts to attract players to partner casinos and create compelling casino experiences. "We are driving experiential play, creating themed rooms and zones for our top content, such as Dragon, Buffaloes, and Lightning," he explains.
Aristocrat Leisure's Managing Director, Trevor Croker, praised Toner's achievements when announcing his appointment in December 2024, labeling Toner as a leader who had delivered strong growth and transformational change over recent years. Toner remains committed to driving growth and staying ahead in the evolving gaming landscape.
Enrichment Insights:
Aristocrat Gaming operates within an industry undergoing profound digital expansion, as traditional land-based casinos embrace online gaming trends. To maintain a competitive edge, companies may be integrating technologies like AI and ML into game development processes. Strategic partnerships are also crucial in the highly competitive gaming market. As Aristocrat continues to innovate and expand its digital presence, it can aim to consolidate its market position through groundbreaking games and strong relationships.
References:1. Digital expansion of the gaming industry2. AI and game development, strategic partnerships in the gaming market3. Aristocrat's market dominance and technological integration as growth drivers
- Craig Toner, in his strategic role as CEO at Aristocrat Gaming, is focusing on unifying the company under a "one Aristocrat" culture, emphasizing the need for collaboration between the land-based and digital segments of the business.
- The online gaming segment is seen as a major growth driver for Aristocrat, with the company integrating talent and expertise from both spheres to enhance profitability and leverage the breadth and depth of their portfolio.
- Toner's presence at ICE Barcelona 2025 showcases the company's finance-driven ambition, as they work on getting land-based content online, bridging the divide between the physical and digital aspects of their business.
- In the highly competitive gaming industry, Aristocrat is positioning itself for success by leveraging technological advancements, such as AI and ML in game development, and forging strategic partnerships to maintain a competitive edge and consolidate market position through groundbreaking games and strong relationships.
