Australia’s largest gaming machine manufacturer and growing global iGaming force, Aristocrat Leisure Ltd, has announced the new appointment of Sally Denby its chief financial officer (CFO). The company revealed in an official press release that the appointment has been made with immediate effect, subject to the “receipt of necessary regulatory pre-approvals.”

Denby’s newest appointment follows her recent promotion in February 2022 to the position of deputy CFO. Prior to this, she served seven years in various senior finance leadership roles across the company.

The release included a statement by Aristocrat’s chief executive and managing director, Trevor Croker, where he said that Denby “has proven to be an outstanding enterprise leader and a trusted finance partner.” Croker detailed that the company had gone through a “comprehensive global search” to eventually identify Denby as the best possible candidate to assume the CFO role.

“Sally has worked effectively with myself and our leaders in supporting the execution of our growth strategy and ensuring seamless continuity post the departure of our previous CFO in April. Sally’s cultural impact, deep engagement with our operating businesses and understanding of our obligations as an Australian Securities Exchange-listed company further add to her credentials,” he added.

Aristocrat had previously announced in December 2021 that Julie Cameron-Doe, the firm’s CFO since 2018, had decided to accept a job at the casino group, Wynn Resorts Ltd, with effect from the second quarter of 2022, leaving room open for the ascension of the new executive.

Aside from its significant internal developments, Aristocrat has been highly productive in recent months. The company introduced an ethical digital wallet to promote responsible gambling, announced a major pokies branding deal with the NFL at the 2022 G2E conference in Las Vegas, and launched its new real money iGaming division, Anaxi, all in October.​

Global banking monolith, JP Morgan has heaped public praise on Aristocrat Leisure Ltd, commenting on the provider’s efforts around environmental, social and governance (ESG) efforts, saying, “the areas of focus differ slightly to the traditional casino or wagering operators”.

In a recent memo, the financial giant stated,

“In addition to responsible-gambling player education, employee training and consumer disclosures, Aristocrat highlights ethical product design as having very high importance to stakeholders and high strategic impact on Aristocrat.”

The paper which is subtitled “It is not all bad news: Responsible Gaming” was created and released by JP Morgan’s Securities Australia Ltd analysis team, Don Carducci, Michael James, and Emily Macpherson.

The document pointed out that the Aristocrat takes extensive measures to ensure that its games are free from unfair influences and practices.

JP Morgan further elaborated that it is particularly enthusiastic about Aristocrat’s digital wallet trial that is currently running in New South Wales. The trial is reportedly being conducted in partnership with government and state regulators to determine how best to combat the prevalence of gambling harm.

The new digital wallet facility is suited for both gaming and non-gaming use, allowing users to set limits for session time, frequency of play, spend and bet size, and more. Aristocrat’s technology also allows players to self-exclude from gaming venues via the wallet app, and also facilitates intervention by the venue’s staff where needed.

Expansive Developments

Aristocrat recently launched its rebranded iGaming division, Anaxi. The provider intends to use this subsidiary to extend its reach into the international online gambling market. Anaxi is the provider’s third business unit, joining Aristocrat Gaming, and the mobile-focused Pixel United.

At the time, the company stated that Anaxi’s fresh branding would further its “build and buy” growth strategy, allowing it to attract top talent from the RMG segment.​

Aristocrat Gaming’s huge booth at the G2E conference in Las Vegas offered a blend of old and new pokies, but the drawcard for many visitors to the showcase was a giant NFL helmet that contained the provider’s brand-new NFL Experience.

This startling installation served to introduce the spoils of Aristocrat’s recent deal with the NFL. The agreement gives the company exclusive licensing rights for NFL-themed land-based pokies. Aristocrat now also has the power to negotiate individual sponsorship deals with teams in the league.

Kickoff

Aristocrat’s CFO, Mark Wadley, advised that the company would likely start distributing NFL-branded pokies during the 2023 NFL season. Following the announcement, Aristocrat has already cemented partnerships with the New England Patriots to use the team’s insignia on pokies and introduce its branding to Gillette Stadium.

“We thought that as a leader in innovation, this made sense. We have licenses for some very popular games like Tarzan and Game of Thrones, and now the largest sports brand,” Wadley said.

Aristocrat will be able to deploy the machines anywhere in any of its partner casinos but would likely be positioned near team-affiliated sports bars or sportsbook areas.

Big Moves

Aristocrat has recently nominated a well-known figure as a Non-Executive Director of the company, pending regulatory approvals.

Bill G. Lance Jnr is a Native American Tribal leader and holds the honour of being the longest-serving Secretary of Commerce in the Chickasaw Nation’s history. This role saw him assume responsibility for 7000 employees and various gambling, hospitality, and retail operations for the Oklahoma-based tribe.

A statement from the company read,

“Upon stepping down as Secretary of Commerce, Mr Lance was given the honorary title of the Chickasaw Nation’s Secretary of State as part of a planned succession. In this role, Mr Lance continues to represent the Nation on multiple Tribal and other national and state level organisations across the United States, such as on the executive committees of the American Gaming Association and Greater Oklahoma City Chamber.”​