New CEO, Craig Toner, Endeavors to Unify 'One Aristocrat' Organization
The New Era of Aristocrat Gaming: Toner's Vision
In the ever-evolving world of gaming, Craig Toner, the new CEO of Aristocrat Gaming, is no stranger to adapting and overcoming challenges. With a focus on unifying the team under the "one Aristocrat" culture, Toner's mission is to bring together the digital and land-based worlds of gaming.
Our first encounter with Toner was at the lively ICE Barcelona 2025, where he presented a strong, approachable demeanor, well-suited to lead the team. Having climbed the ranks of an Australian Stock Exchange-listed gaming giant, Toner's strategic prowess and antipodean charm make him the perfect candidate for the helm.
While Toner settles into his role as the leader of the land-based business, Aristocrat Interactive is focusing on consolidating its recent acquisitions of Anaxi and NeoGames. Toner's role here is to bridge the gap between the land-based and digital sides of the business, a challenge he welcomes with open arms.
To further expand, Aristocrat Interactive recently launched the Mo' Mummy Mighty Pyramid, previously a land-based slot game, online in New Jersey, with UK and Ontario launches also on the horizon. Toner explains that the importance of collaboration and a united mindset are crucial to leveraging the breadth and depth of the portfolio across the entire customer base.
In Toner's view, the gaming industry is far from reaching its potential, but online gaming is the accelerator for future growth. Therefore, the primary focus is on integrating the talent and expertise from both the land-based and digital sectors. As Toner states, "The gaming business still has a lot of growth left, but the accelerator is now that online team."
On the land-based front, Toner hopes to continue Aristocrat's success by releasing more popular content, such as the recently launched Baron cabinet and the Phoenix Link game. In addition, Toner is eager to explore the next generation of content and get it online as quickly as possible.
This year will see Aristocrat expanding in markets where they are already active, such as the Americas, Australia, and the Asia Pacific region. In the United States, the company aims to maintain its lead in core markets while pursuing opportunities in adjacencies. Regarding Asia, the Dragon Link game has been successful in markets like the Philippines, Macau, Korea, Vietnam, and Cambodia.
As Aristocrat looks to the EMEA market, Toner emphasizes the importance of leveling the playing field for land-based and online operators. With the recent increase in the number of B1 casino games permitted in casinos, Aristocrat is conducting trials in the UK to better understand what works best for British players. The ultimate goal is to enter the market at scale with a confident and swift approach.
Toner's appointment as CEO has been met with praise from Aristocrat Leisure Chief Executive and Managing Director Trevor Croker, who praised Toner's ability to deliver strong growth and transformational change. Toner looks forward to building on this momentum and continuing to drive innovation within the gaming industry.
In an effort to strengthen security and support its growth plans, Aristocrat has partnered with companies like Reach Security to ensure a secure technology stack. Furthermore, the company focuses on effective post-merger integration, ensuring smooth collaboration and alignment among various business units.
As Aristocrat moves forward, Toner's strategy of integration, innovation, and expansion is poised to shape the future of the gaming industry. With partnerships, robust security measures, and engaging content tailored to local preferences, Aristocrat Gaming is ready to conquer new markets and deliver unforgettable gaming experiences to players worldwide.
- Craig Toner, the new CEO of Aristocrat Gaming, aims to strategically bridge the gap between the digital and land-based worlds of gaming, using his antipodean charm and strategic prowess, as demonstrated in his previous role at an Australian Stock Exchange-listed gaming giant.
- Toner's presence, characterized by a strong and approachable demeanor, was evident at the ICE Barcelona 2025, where he presented his vision for unifying the "one Aristocrat" culture.
- In order to expand its business and leverage the breadth and depth of its portfolio, Aristocrat Interactive will focus on integrating the talent and expertise from both the land-based and digital sectors, as Toner believes that online gaming is the accelerator for future growth.
- Aristocrat Gaming plans to engage in strategic partnerships, such as the one with Reach Security, to ensure a secure technology stack and support its growth plans, while also emphasizing effective post-merger integration for smooth collaboration among various business units.
