Luke Middleton, Manager – Studio Operations & Product Management at Konami Australia, details his journey from the beaches of the Gold Coast to the bright lights of the APAC gaming industry and from the operator to the supplier side of the business.
Ben Blaschke (BB): Thanks for speaking with IAG, Luke. Before we talk about your work for Konami, let’s step back in time. Can you tell us a bit about your background? Where did you grow up and what are your childhood memories?
Luke Middleton (LM): Thanks, Ben, for the opportunity. I was born and raised on the Gold Coast in Queensland, which is a vibrant coastal city, known for its world-class beaches and tourist attractions. Growing up, I took advantage of both of those things, spending mornings with cousins and friends in the water at the beach only to be dropped off at the theme parks in the afternoons. I was very fortunate to grow up in such a beautiful part of the world.
Sports were also a massive part of my childhood. I was into everything: football, basketball, cricket, you name it. But most of my memories revolve around swimming – squad training before sunrise and then again right after school, into the evening. Breaststroke and butterfly were my favorite events, and I was lucky enough to get a few medals at rep level. Honestly, I think that’s where my competitive streak kicked in.
BB: Did you have any early ideas of what you wanted to do for a career, and how did you wind up working within the gaming industry?
LM: Back in high school and early in my tertiary studies I loved economics and the whole science behind decision making. I kept bouncing between wanting to go into politics or becoming an actuary … I now realize they’re two very different types of people.
Whilst studying, a close friend of mine started working part- time as a croupier at Jupiters Casino on the Gold Coast (now The Star Gold Coast) and spoke so highly of his experience there that it encouraged me to apply! It’s the perfect job for someone who’s studying if you can balance studying during the day and working at night.
BB: Was it love at first sight? What were your early impressions of the industry?
LM: When I first stepped into the gaming industry, what struck me most was the atmosphere. Working on the casino floor at Jupiters, I couldn’t help but notice the buzz and the energy of the tables and the excitement of the customers. It was hard not to get caught up in that, and it gave me my first real appreciation for what the industry was all about.
As time went on, my view started to shift. I began to see the other side of gaming, the analytics, the decision‑making and how strategy and instinct play out in real time. That fascinated me and made me fall for the industry in a different way.
BB: Your career experience includes time on the operator side with casinos in Australia and New Zealand as well as a hotels group. How has that helped you in your career on the supplier side of the equation?
LM: I think having both front-line and analytical experience gives me a well-rounded perspective that’s valuable on the supplier side. On the front line, I saw how players interact with gaming products, what excites them and where challenges may exist. That kind of firsthand understanding helps me appreciate what really matters to the customer and the operator.
On the analytical side, I’ve been able to interact with numbers behind those experiences. Combining the two means I can bridge the gap between what’s happening on the floor and what’s happening in the reports. During my time at SkyCity Auckland, we had an incredible product team that included Stuart Wallace, Gavin Hood, Simon Pierce and Jeremy Hirst, led by Judd Hallas. We often engaged in analytically-backed, deep (nearing philosophical) conversation surrounding customers’ gaming interactions.
Now being on the supplier side, that experience is powerful because it allows me to think about solutions that are not only innovative but also practical, grounded in how the industry works day to day.
BB: You joined Konami a little over three years ago now in November 2022. What lured you over to a supplier?
LM: I was really excited to be presented with the opportunity to work at Konami in 2022, but it is a big jump to go from operator to supplier. I reached out to an industry peer, Rachel Barclay, who’d made a similar jump previously to get a little advice. The first thing she mentioned was work-life balance, referencing the fact operations, specifically casino operations, are often a 24/7 business, and during periods you were “on call” of sorts. What really sold me though was us talking about our shared passion for gaming products and the impact the role could have, not only on a property level but throughout entire markets.
BB: What would you say are the main differences between working for a supplier versus working for an operator?
LM: There’s a pretty big difference between working for an operator and working for a supplier, especially in the gaming industry. On the operator side, it’s super-fast paced. You’re constantly reacting to what’s happening on the floor, working with tight deadlines and making sure everything runs smoothly for customers. It’s very hands-on. The supplier side is a different beast. It’s driven by a forward-looking perspective. For example, we’re looking ahead sometimes 12 to 18 months out, trying to predict where the industry’s going, how player preferences are shifting and what kind of experiences we can help create. It’s about planning and shaping the future.
BB: How have you enjoyed the opportunity to travel for business around the region, and are there any aspects to doing business in Asia that have surprised you over the years?
LM: I’ve really enjoyed the opportunity to travel around the region for work. It’s been eye-opening in so many ways. One of the biggest surprises for me was just how diverse the Asia-Pacific market is. There is everything from the largest integrated resorts in the world to small gaming machine clubs tucked away in places like Singapore. The scale and setup can vary massively, but what I love is how the passion for the industry is consistent across the board.
I really enjoy chatting with like-minded people about strategies that suit their specific property. I always try to put my operator cap on and look at things from their perspective. That kind of thinking leads to some meaningful conversations. It’s awesome to see how committed people are to creating great player experiences, no matter the size or location of their operation.
BB: Speaking of travel, do you have a favorite destination, be it for work or pleasure?
LM: My favorite destination has changed over the years. If you were to ask 21-year-old Luke, I think he’d quickly reply with “Las Vegas”. What can beat the bright lights and party atmosphere?!
Now my favorite destination would have to be Ireland. My wife is from Ireland, and we got married there in 2024, so I have a lot of treasured memories. Combining that with visiting family and exploring the picturesque countryside makes it very hard to top.
BB: You’ve recently stepped into a new role at Konami as well. Could you tell us a little about the role and how it differs from your previous position?
LM: Yeah, absolutely! I’m lucky enough to lead a newly combined department that brings together Studio Operations and Product Management. What’s exciting is that we’ve merged teams from Game Design, Graphic Design, Software Development and Product Management into one unified group. The idea is to align our talent and resources so we can collaborate more effectively and continue pushing out successful, high-quality products. It’s been a great opportunity to bring people together and really focus on shared goals.
BB: What are some of the key trends and innovations you are seeing in the industry right now?
LM: Throughout Asia-Pacific, the big shift is the rapid growth of online platforms and the push toward omni‑channel solutions. Players expect a seamless experience whether they’re on the casino floor, on mobile or engaging through social play. So as suppliers, we need to design themes and mechanics that translate smoothly across all modes. The challenge is making sure jackpots, free spins and themes feel consistent and engaging whether delivered through a cabinet, an app or a browser.
At the same time, social media and influencers are reshaping how players discover and engage with games. TikTok clips, Twitch streams and Instagram reels are now driving awareness and shaping player expectations across platforms. That means we not only have to think about how our content plays, but also how it looks and feels when showcased socially, because that’s increasingly where the first impression is made.
BB: What do you enjoy most about your job and being part of this industry?
LM: I really enjoy how dynamic and ever-changing the gaming industry is, from the creativity behind new mechanics to the way technology constantly pushes boundaries. But above that, the most enjoyable part of the gaming industry is the people. The personalities, the diversity, the passion of those who work in gaming, that’s what makes it truly special. Every interaction is different and rewarding.
BB: Finally, Luke, what do you like to do outside of work to relax?
LM: Outside of work, I really enjoy keeping things simple and social. Spending time with my wife, friends and family is always my go‑to. It could be binge watching Netflix, catching up over a coffee or going to the beach, I cherish those relaxed social interactions.
I’m also a big fan of sport in pretty much any form. So, whether it’s watching a game, playing casually or just being active, it’s something that helps me unwind and keeps me energized. The mix of good company, good entertainment and staying active helps me relax.
