Aristocrat Appoints New Head of EMEA Division

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Aristocrat has solidified its international reputation over recent weeks after picking up a number of top awards for their pokies and casino management systems, and they’re still working hard behind the scenes to become a genuine global super power when it comes to casino gaming. This continues this week as the company has announced that gaming industry veteran James Boje has been appointed as their new Managing Director for Europe, the Middle East and Africa.

Boje will be beginning the new role immediately, subject to regulatory approval, and will be reporting directly to Aristocrat’s Chief Commercial Officer Maureen Sweeny. It all means that players in the region can look forward to a renewed and improved focus on the kinds of games and systems that we Aussies have been enjoying for a while now. It also certainly makes sense, as Aristocrat is already the undisputed number one pokies provider in Australia and has made massive gains in the US market, making Europe, Africa and the Middle East perfect targets for further expansion.

Boje himself seems ideally suited to the role, having held some of the most senior positions with a wide and varied selection of industry heavyweights. Having started as a pokies engineer at Sun City Resort in South Africa, , he then went on to work for Score-a-lot and Sybertronix Gaming before joining IGT Africa in 1999 as Sales and Marketing Manager. He then built on the experience to become Managing Director at IGT Africa in 2001 before moving on to head up the company’s European division. Naturally, it all adds up to the perfect candidate to oversee Aristocrat’s European and African growth going forward.

Commenting on Boje’s appointment in the role, Maureen Sweeny, Chief Commercial Officer at Aristocrat, said: “I am delighted to welcome James to Aristocrat in this important leadership position. He has a proven track record of driving strategic growth initiatives and balancing commercial and customer requirements whilst maintaining a strong focus on people and a high performance culture within the business. James’ extensive industry experience positions him to deliver strong results for Aristocrat’s EMEA customers, staff and suppliers and we look forward to his contribution.”

The news does of course have little impact directly on players here in Australia, as Boje will primarily be overseeing a business that will directly be delivering games that are already well on their way to our clubs and casinos. However, it is always great to see Aristocrat getting bigger as a company, as a larger and more varied audience always means that the company needs an equally varied selection of pokies to keep everyone happy. As their core market, we can expect to see these games sooner than most, ensuring that they will continue to keep on pushing the boundaries of both what is possible and what is expected in the industry.

Remember to keep an eye on the blog right here on the site for all of the latest developments on Aristocrat and the very biggest, best and most important companies in gaming here in Australia!


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