IAG speaks with Craig Toner, recently appointed CEO of Aristocrat Gaming, about his rise to the top of the global gaming giant, his long-term plans for the company and his deep-rooted love of New Zealand’s all-conquering rugby team the All Blacks.
Ben Blaschke: Thanks for speaking with IAG, Craig. You’ve recently stepped into the role of CEO of Aristocrat’s Gaming Business. How are you feeling about the opportunity?
Craig Toner: I love this business and am excited about our future and what we will continue to achieve together.
BB: What specific skills do you think you bring to the role?
CT: I’ve been the CFO and EVP of Operations for Aristocrat Gaming for the last few years, and I have been with Aristocrat for nearly eight years working across a variety of finance roles globally for the company, first in Sydney and then in Las Vegas. I’ve led large teams to deliver transformational change and continuous improvement initiatives that create value and drive customer, consumer and player engagement. I’m personally passionate about leveraging technology and team engagement to deliver an exceptional people and customer experience.
BB: You’ve spent the past four years as CFO and EVP Operations, Global Land Based, so you have a good grounding in the global gaming outlook. What changes for you on a day-to-day basis now as CEO?
CT: I’m excited to step into the Gaming CEO role and lead our business, and it’s not lost on me what a responsibility this is, not only in job function, but the responsibility it requires me to hold for all our global Aristocrat Gaming business. What makes me most excited about this new role is the three clear standouts at Aristocrat Gaming, what I call the three Ps: people, product and technology, and partnerships. First is our people. Our talent is second to none. Our culture is our key competitive advantage – it’s not something that can be bought and not something that can be easily replicated. It’s what differentiates us from the competition and will be what continues to drive us forward. Next is our Product and Technology, which is the best in the market, and this is reaffirmed every year by the industry who honors us with a wide variety of awards and accolades. As for partnerships, we have come off another record year, and our continued momentum is a byproduct of our performance, which will manifest further growth in FY25 and beyond.
BB: Although you have a global portfolio, where do you see Asia fitting in for Aristocrat in the grand scheme? What do you believe makes this region unique?
CT: Asia and the larger Asia Pacific region have always been very important to Aristocrat. We are based in Sydney, so when we talk about APAC, we’re also talking about home, and we have made significant, strategic investments throughout the Asia Pacific region to put us in the strongest possible position. We have and continue to make games tailored for individual markets across Asia, and we have also been the leader in safer play/responsible gaming development and deployment. For example, just last year we launched a new three-year strategy for “Empowering Safer Play” that incorporates global best practices in setting ESP goals, metrics and targets, and we are deploying that strategy in both land-based and online settings.
BB: Given your own background in ANZ, does that give you a different perspective on the ANZ and Asia regions?
CT: I’m a proud Kiwi to be sure. I don’t know that it gives me a different perspective, per se, because everyone’s background gives them their personal unique view of the world. I certainly have a deep love for my home country. Additionally, when I was based in Sydney in previous roles, I spent a great amount of time focusing on and traveling to markets like the Philippines and Macau, so I can appreciate that it is a region ripe for growth and opportunity.
BB: How often can we expect to see you out here?
CT: As you can imagine, I have a responsibility to be in a variety of markets around the world. Therefore, you will see me here as well as in many other countries as I continue to engage with our customers, players and employees.
BB: Can you tell us a bit about your background? Where did you grow up and how has your career journey unfolded?
CT: Let’s start most recently and work back. I’ve been with Aristocrat for nearly eight years, most recently as CFO & EVP of Operations for Global Land-Based. Prior to that I was CFO of Land-Based Gaming, CFO Class 3 ANZ, APAC and EMEA, and Finance Director ANZ & APAC. Prior to joining Aristocrat, I was with global beverage company Lion for 19 years serving in a variety of roles including my last role as Data & Analytics Director – Transformation Program.
BB: You joined Aristocrat in 2017. How did that initial role come about, and what attracted you to the company?
CT: I was attracted to Aristocrat, as it was a high-growth and top 40 ASX-listed company with a huge international presence, coupled with the benefit that I had already been in the entertainment and hospitality industry. I was very familiar with the customer base, and the chance to join the Aristocrat team gave me the opportunity to build on that with a new product in land-based gaming.
BB: What do you enjoy most about your job and being part of this industry?
CT: By far, I most enjoy spending time engaging with our customers, learning more about their businesses and areas of opportunity for us to deepen our partnerships.
BB: What are some of the key lessons you’ve learned during your time with Aristocrat?
CT: I would say the key lesson is the value in taking measured risk blended with the importance of top content and talent.
BB: Your job no doubt requires a fair amount of travel around the world. Do you have a favorite destination, be it for work or pleasure?
CT: I am very lucky that this is certainly the case. My favorite would have to be Koh Samui, which is Thailand’s second largest island.
BB: Who has been the most influential person in your life?
CT: My wife continues to be that person in my life and has been my partner through everything. However, above all else, she keeps me grounded in her ongoing ability to provide me with the hard truth.
BB: What do you like to do outside of work to relax?
CT: My family is the focal point of my life outside of work, and I’m also passionate about cycling and rugby. Before moving to the States, while in Sydney, I was Treasurer & Public Officer for the Parklife Cycling Club and Treasurer of the Norwest Bulls Junior Rugby Club.
BB: It’s early days, but do you have a vision in mind of what you would like to achieve as CEO of Gaming, and what you would like the company to achieve during your time in charge?
CT: Let me put it this way. As a Kiwi, we’re world famous for the All Blacks – if you don’t know them, they’re a rugby team and the most successful sporting franchise in the world. They are to me what the Raiders are to my coworkers in Las Vegas. I also liken the All Blacks to Aristocrat Gaming. There is book written about them called Legacy. It focuses on their thinking, specifically their mindset that when you pull on an All Blacks jersey, you’re representing the nation, and you should leave the All Blacks in a better place than when you started. This reminds me a lot of Aristocrat Gaming. We are the most successful gaming company, and when we pull on the jersey, our mission is to leave the business in a better place. That’s what I want to achieve, to lead the team to leave the business in an even better place than where we found it.
