February 29, 2024 3 min read


Aristocrat Taps Company Veteran Matthew Primmer as CPO

The company has promoted from within to strengthen its executive team and shape itself as a more resilient entity in a constantly evolving market

Aristocrat Leisure Ltd has appointed Matthew Primmer as the company’s new Chief Product Officer. A well-seasoned industry veteran, Primmer will work with and report directly to Aristocrat CEO & managing director Trevor Croker.

Aristocrat Trusts Its Senior People to Guide the Company

Primmer’s appointment will see him help boost product strategy, develop new avenues for the company’s content, and also oversee the allocation of D&D investment resources. He is also a familiar face in the company, as he has been part of Aristocrat’s success story for the past eight years, having served as SVP of global products & insights for three years, before progressing to EVP.

He has held other roles within the company, allowing him to firmly familiarize himself with its mission statement and long-term ambitions. His experience in leadership roles in Australia and the United States has further enabled him to quickly garner relevant industry experience that will also help him as the company’s new Chief Product Officer. He will keep pace with the firm’s expansion dynamic, which recently saw Aristocrat enter Québec with its VLT products.

Commenting on the new appointment and promotion from within, Croker said that he was very happy to see Primmer rise up in the ranks and help strengthen the executive team once again.

Over the past decade, Matt has made a strong contribution to building and extending Aristocrat Gaming’s global product leadership, fostering our outstanding creative and technical talent, championing D&D and placing customer needs at the center of our product strategy.

Aristocrat CEO & managing director Trevor Croker

He also hailed the opportunity to add more experience to the team, helping streamline an already promising product strategy in the long run. Primmer himself has also worked as part of other prominent companies, notably Ainsworth.

Bracing for a Future of the Business That Is Changing

Aristocrat has been a formidable entity in the gambling sector, employing more than 7,400 people and operating in 20 locations around the world. The company has been actively pushing beyond the land-based sector, a business necessity and opportunity galvanized by shifting industry paradigms and after a wake-up call the company got during the pandemic.

As a result, Aristocrat Leisure Limited has invested in Pixel United, Aristocrat Gaming, and Anaxi among some of its assets that seek to revitalize and diversify the company’s offer. Primmer will play a role in this as the company seeks a more resilient approach to the future.

Aristocrat boasted solid results in 2023, with revenue hitting $6.3 billion, with the company reaffirming its ambitions for the iGaming vertical and market worldwide. The RMG sector indeed contributed to the largest growth for the company during the period.


Although Fiona doesn't have a long-spanning background within the gambling industry, she is an incredibly skilled journalist who has built a strong interest in the constantly growing iGaming network. The team at GamblingNews.com is glad to have her on our roster to help deliver the best stories as soon as they hit. Aside from writing, she loves to dabble in online casino games such as slots and roulette, both for her own enjoyment and also as research to better improve her understanding of the industry.

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