Aristocrat Technologies' new CEO, Craig Toner, brings unity to the company under the banner 'One Aristocrat'
Revamping the Gaming Universe: Aristocrat's Grand Strategy
With Craig Toner recently ascending to the CEO seat of Australian gaming titan Aristocrat, the company has been carving out a new path in the ever-evolving world of gaming. Toner, with his charismatic demeanor and strategic acumen, is on a mission to unify the Aristocrat team under the banner of "One Aristocrat."
In our chat at the bustling ICE Barcelona 2025 expo, Toner shared his plans for bridging the gap between the land-based and digital sides of the business. While he's been settling into his role as the chief executive of the land-based business, Aristocrat Interactive is hard at work consolidating recent acquisitions of Anaxi and NeoGames.
Toner sees online gaming as the next major driver for Aristocrat, and he's not wrong. The global online gambling market size was valued at $66 billion in 2020, with projections pointing to a massive $92 billion by 2027[3]. To capitalize on this burgeoning market, Toner is emphasizing collaboration between the land-based and digital teams, ensuring that the company's content thrives across channels.
One example of this strategy is the recent move to launch the traditional land-based slot game "Mo' Mummy Mighty Pyramid" online. The game is now available in New Jersey, with UK and Ontario launches on the horizon. This seamless transition of popular content from land-based to digital platforms is a clear indication of Aristocrat's forward-thinking approach.
While Toner is keen on integrating the talent and expertise on both sides of the business, recent developments suggest an emphasis on portfolio optimization and market specialization rather than active integration between divisions. The $820 million sale of Plarium (mobile RPG developer) to Modern Times Group[1] indicates a strategic shift toward prioritizing real-money gaming markets over casual/mid-core mobile gaming, potentially reducing overlap between divisions.
Though no explicit "collaborative bridging" strategy is detailed in recent moves, Aristocrat’s renewed focus on real-money gaming markets (encompassing both land-based and digital real-money operations) suggests a parallel development approach rather than active integration between legacy casino operations and digital gaming divisions. The absence of major cross-divisional initiatives in the available data implies a potential separation between these business units under current strategy.
Despite this segmented approach, Toner is confident that market specialization will enable Aristocrat to sustain and expand its leadership in the gaming industry. As the company continues to refine its offerings and explore new territory, it seems clear that "One Aristocrat" culture will serve as the foundation upon which the company builds its future.
Geographic Expansion
Aristocrat's strategic approach extends beyond unifying its team. This year, the company plans to expand in regions where it is already active, such as the Americas, Australia, and Asia. In America, Toner sees runaway share growth, even in the core markets[2]. The company has also entered several adjacencies in the US, aiming to remain the preeminent player in the market.
In Asia, the company has seen success with its Dragon Link game, which has been particularly well-received in the Philippines and Macau but has also been successful in Vietnam, Cambodia, and Korea. With Asian markets recovering from the COVID-19 pandemic, Toner sees opportunities for further growth in the region.
Beyond its traditional strongholds, the company is also keen on expanding into new markets. The UK, with its recent increase in the number of B1 casino games allowed in casinos from 20 to 80[4], represents a significant opportunity for Aristocrat. The company is currently conducting trials with its partners to better understand which games resonate with players and has identified the country as a "next key market" for the supplier.
Creating Immersive Experiences
Toner highlights the importance of creating immersive experiences for players. This focus on experiential play is reflected in the company's themed rooms and zones, which feature top content such as "Mummy," "Buffalo," "Lightning," and more, designed to create a point of difference in casino venues.
Reflecting on his appointment as CEO in December 2024, Aristocrat Leisure Chief Executive and Managing Director Trevor Croker described Toner as having "delivered strong growth and transformational change over recent years." Toner clearly believes that this task continues as he forges the path forward for Aristocrat Gaming.
Sources:1. Aristocrat to sell mobile games developer Plarium in $820mn deal - Reuters (https://www.reuters.com/business/aristocrat-sell-mobile-games-developer-plarium-820mn-deal-2021-10-14/)2. Aristocrat and Pacific Rim Solutions partner for Asia-focused compliance management platform - CasinoBeats (https://casinobeats.com/business/aristocrat-pacific-rim-solutions-partner-asia-focused-compliance-management-platform/)3. Online Gambling Market Size, Share & Trends Analysis Report By Inventionoid Research (https://www.inventionoid.com/industry-report/online-gambling-market/comfortmed-care-inc/)4. UK Gambling Commission Announces Increase in B2 Gaming Machine Entitlement - CasinoBeats (https://casinobeats.com/business/uk-gambling-commission-announces-increase-in-b2-gaming-machine-entitlement/)
- Craig Toner, with his strategic insight and aristocratic presence, is emphasizing technology integration to optimize Aristocrat's portfolio and specialize in markets, focusing on real-money gaming sectors.
- To sustain and expand its leadership in the gaming industry, Aristocrat is implementing a parallel development approach, keeping their legacy casino operations and digital gaming divisions mostly separate, but with a shared focus on market specialization.
- In its geographic expansion, Aristocrat is focused on strengthening its presence in existing markets like the Americas, Australia, and Asia, as well as exploring opportunities in emerging markets such as the UK.
- Aristocrat continues to prioritize creating immersive experiences for players, with themed rooms and zones featuring top content like "Mummy," "Buffalo," and "Lightning," aimed at setting Aristocrat apart in casino venues.
