One Aristocrat: Uniting Land-Based and Digital Gaming
Aristocrat Appoints New Leadership: Craig Toner Pursuing Unified Vision 'One Aristocrat'
In today's fast-paced gaming industry, Aristocrat Gaming is paving the way in uniting land-based and digital gaming under the "One Aristocrat" culture. Joining the company in 2017 as Asia-Pacific finance director, new CEO Craig Toner, takes on the challenge of an ever-changing industry by fostering a team spirit, ensuring everyone is focused and engaged.
We first met at the crowded booth of ICE Barcelona 2025, where Toner, with his friendly and strategic demeanor, stands ready to bring a team together, just as he climbed the ranks of a leading Australian Stock Exchange-listed gaming business.
While Toner settles into his role as CEO of the land-based portion of the business, Aristocrat Interactive—the online gaming arm of parent company Aristocrat Leisure—focuses on consolidating its acquisitions of Anaxi and NeoGames while bridging the collaborative gap between the digital and land-based divisions.
"It's about collaboration and mindset," Toner tells us, emphasizing the importance of integrating the best of both worlds. He highlights the recent online launch of Aristocrat's popular land-based slot game Mo' Mummy Mighty Pyramid in New Jersey, with the UK and Ontario launches on the horizon.
In the digital realm, Toner acknowledges the surging importance of online gaming for the overall business growth. This shift demands closer ties between the land-based and online sides of the business, which Toner aims to foster by embracing an omni-channel approach.
Driving Innovation and Expansion
Aristocrat's strategic focus is squarely on the establishment of an omni-channel approach, which seamlessly integrates land-based and digital gaming experiences. By harnessing real-time data analytics, Aristocrat helps operators cater to player preferences, thereby enhancing both land-based and digital offerings.
Taking this initiative forward, the company plans to unveil new Class 2 and Class 3 products at the IGA 2025, catering to diverse market demands. Additionally, custom-branded games such as those designed for Caesars Sportsbook & Casino demonstrate the company's ability to tailor products to partners' specific needs.
Aristocrat shows no signs of slowing down in terms of market expansion, as it recently secured a license to provide gaming technology in the UAE, opening up the region for both land-based and digital gaming opportunities. Furthermore, by offering online slots and portable solutions, Aristocrat taps into the growing demand for mobile gaming, closing the gap between traditional land-based gaming and digital platforms.
Leading the Way
To drive its digital strategy and innovation, Aristocrat Interactive appoints experienced leaders like Nir Hakarmeli, Managing Director of iGaming & Sports. Furthermore, the approval of OASIS management systems in locations such as Washington State highlights Aristocrat's commitment to effective casino operations management, thus supporting the implementation of its unified approach.
In his December 2024 appointment, Aristocrat Leisure Chief Executive and Managing Director Trevor Croker lauded Toner as having "delivered strong growth and transformational change over recent years." This continues to be Toner's mission as he moves ahead, ensuring Aristocrat Gaming remains a global powerhouse in the gaming industry.
Toner, the CEO of Aristocrat Gaming's land-based division, is intent on fostering collaboration between the digital and land-based segments of the business. He considers this integration crucial for driving innovation and expansion, as demonstrated by Aristocrat's aim to unveil new Class 2 and Class 3 products and their strategic focus on an omni-channel approach.
Embracing an omni-channel approach, Aristocrat leverages real-time data analytics to cater to player preferences, thereby improving both land-based and digital gaming experiences. This approach is evident in their online launch of Mo' Mummy Mighty Pyramid slot game and their plans to offer online slots and portable solutions to tap into the growing demand for mobile gaming.
