Aristocrat, the international gaming company, with products in over 200 jurisdictions around the world, has appointed a South African to head its Europe, Middle East and Africa region offices. James Boje is no stranger to the gambling industry, having been involved for over three decades. Boje has held senior positions at some of the top companies in the South African gambling industry, and has experience with live gaming, money handling, manufacturing, lotteries, distribution and more.
Boje started off his career in the South African gambling industry as a slots technician at Sun City, Sun International’s flagship resort. He then started to work with Score-Alot and their scratch card and VLT products, before moving to Sybertronix Gaming where he gained experience in the distribution side of gaming machines.
James Boje went through another major career change when he was appointed sales and marketing manager for the South African headquarters of International Game Technology (IGT). Two years later, Boje became managing director and also enjoyed a stint as managing director for IGT Europe.
Boje’s new role as managing director for the Europe, Middle East and African regions of Aristocrat means that he will report directly to the chief commercial officer of the Australian group, Maureen Sweeny.
“I am delighted to welcome James to Aristocrat in this important leadership position,” said Sweeny in a statement this week. “He has a proven track record of driving strategic growth initiatives and balancing commercial and customer requirements whilst maintaining a strong focus on people and a high performance culture within the business. James’ extensive industry experience positions him to deliver strong results for Aristocrat’s EMEA customers, staff and suppliers, and we look forward to his contribution.”
Aristocrat has over 60 years experience in the gaming industry and employs around 2,200 staff around the world. Aristocrat’s diverse portfolio includes electronic gaming machines, interactive video terminal systems, online content distribution in regulated markets and complete gaming solutions for customers.
The group’s main objective is to “create the world’s greatest gaming experience, everyday.”
Aristocrat Africa was established when the parent company purchased ALI gaming solutions in 1999. Today, Aristocrat in Africa has the largest video market share in South Africa.
In Europe, Aristocrat online brings a selection of the group’s most famous games to online and mobile gamblers, where local regulations allow.