Senior executives of Australian slot machine giant Aristocrat Leisure Ltd have outlined their expectation of dominating the land-based EGM market across key jurisdictions by continuing to gain market share, with a particular focus on North America and significant opportunities presenting themselves in Asia, ANZ and the United Arab Emirates.
The forward-looking plan was detailed during Aristocrat’s Investor Briefing on Wednesday and follows the significant gains the company has already achieved over the past five years: a 38% increase in North American Gaming Ops share, 27% North American outright sales ship share gain and a 48% ANZ ship share gain according to the company’s figures.
Superna Kalle, Aristocrat’s Chief Strategy & Content Officer, said the company sees “substantial runway to continue to gain share” in the largest markets it operates in. These include North America, which accounts for more than half of the market, Europe and “ANZ in Asia, [where] we have a strong position, compelling products and see even more growth ahead.”
Kalle stated, “Land-based gaming is projected to continue to grow at low single digits through 2030 across geographies. Looking forward, we don’t feel constrained by the lower growth rates in these relatively mature markets. We have proven that we will take share and grow revenues ahead of the market.
“North America has been an excellent example of this in recent years. While the market may have grown at low single digits, Aristocrat has driven the category growth. We’ve significantly outpaced the market in both gaming operations and outright sales growing at 9% and 10%, respectively, since 2019.
“We expect superior performance of our games to continue to drive share as customers optimize their EGM footprint, and we focus on areas where we are underpenetrated.
“We also see additional growth in new gaming markets such as the UAE.”
Trevor Croker, Aristocrat’s CEO and Managing Director, said the company’s land-based business is well placed heading into 2H26 and 2027 due to strong brand and content execution.
“Notwithstanding our leadership position, we see potential for further share gains across both gaming operations and outright sales,” he said.
“Today, our share of the top-performing leased and core games well exceeds our market share of the EGM footprint across both segments and play a significant headroom for growth should operators continue to optimize floors around game performance.
“We remain focused on extending our leadership position across these priority segments. The ANZ market is an excellent example of our ability to execute. Following increased competitive pressure, we implemented a disciplined strategy with renewed investment behind innovative content and hardware, customer engagement and commercial execution. The result has been a meaningful recovery in market share from 30% to 49% in the first quarter of 2026. We expect this momentum to continue with new exciting titles to be highlighted at AGE including Phoenix Link, which will soon be launching in New South Wales.”
Croker also pointed to new market opportunities, stating, “As additional jurisdictions’ regulatory frameworks evolve, we think attractive market opportunities will emerge. We see additional opportunities to gain share through new openings and expansion.
“Given our superior game performance across markets, Aristocrat tends to achieve a greater floor allocation of new openings than existing floors reflecting our strong contemporary portfolio as operators seek to optimize performance. With several key expansions expected through FY27 across the UAE, EMEA and Asia and the usual expansion in the North American market, we see strong share gain potential.”
Aristocrat recently reported revenue of AU$3.03 billion (US$2.19 billion) for the six months to 31 March 2026, with EBITDA growing 6.2% year-on-year to AU$1.18 billion (US$854 million).
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