Aristocrat has brought on Matthew Primmer as its Chief Product Officer (CPO) and as part of its Executive Steering Committee. Primmer comes to the role with over 20 years of experience in the gaming industry and close to a decade’s experience working with Aristocrat. 

Primmer first major role was as an Operations Manager for United Technology Services in 2005. In 2008 he took on his first executive role as Sales Executive with Shuffle Master and went on to act as CEO of United Technology Services and as Domestic Product Marketing Manager for Ainsworth Game Technology between 2009 and 2014. 

In August 2014 he joined Aristocrat as Senior Director, Portfolio Planning & Strategy – Americas, before becoming VP, Marketing & Product Strategy – Americas in 2016. Since then he has held several other roles at the company, his most recent of which was as CPO, Land-based, which he began in February 2020.  

In these roles, Primmer has led Design & Development (D&D) at many of Aristocrat's largest operating businesses, with a portfolio focus on game content and hardware. Now as company CPO, he will report directly to CEO & Managing Director Trevor Croker. 

On his appointment, Croker said: “I am delighted to elevate a global gaming executive of Matt’s caliber to our leadership team. 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. 

“Matt’s appointment brings additional, proven gaming experience to the executive team. In his new role, Matt will help us maintain an enterprise view of product strategy as our business grows.” 

Recently, Aristocrat also saw its launch into the Quebec lottery market.