Aristocrat Leisure has set out an ambitious growth strategy for its land-based electronic gaming machine (EGM) business, identifying the United Arab Emirates, Asia, North America and ANZ as key regions for continued market share expansion and long-term revenue generation.
Gaining Strong Market Share in Key Regions
The Australian stock exchange-listed gaming supplier detailed its outlook in its 2026 Investor Briefing, where executives highlighted recent performance improvements and expectations for continued growth in key markets. Company has recorded significant stock gainsincluding a 38% increase in the share of gaming operations in North America, a 27% increase in the share of direct sales shipments in the region, and a 48% increase in ANZ shipments.
Superna Kalle, Chief Strategy & Content Officer, said Aristocrat sees continued opportunities to expand in its largest markets, particularly North America.
“We have proven that we will take share and grow revenue ahead of the market,” Kalle said while adding that “we are also seeing additional growth in new gaming markets such as the UAE.”
North America continues to represent more than half of the global EGM market and remains central to Aristocrat’s expansion plans. The company took note of that land-based gaming is expected to grow at a low single-digit rate through 2030but emphasized that its performance has consistently outperformed broader market trends.
Kalle pointed to historical results showing gaming operations and direct sales growth of around 9% and 10% respectively since 2019 in North America, outpacing overall market expansion.
Expansion Strategy in New Markets and Developing Countries
Aristocrat also highlighted the growth potential in developing countries, particularly the UAE, as well as Asia and parts of Europe. The company expects continued opportunities from new casino openings and market expansion, which typically results in stronger-than-average share allocations to its products.
Chief Executive Officer and Managing Director Trevor Croker said the company was well positioned to benefit from this development.
“Despite our leadership position, we see potential for further share growth in both gaming operations and direct sales,” Croker said, as reported by Inside Asian Gaming.
He added that Aristocrat’s portfolio strength means it often gets higher allocation levels in newly opened venues as the operator optimizes the gaming floor.
The ANZ region was highlighted as an important turnaround success story. The nobleman reported that market share recovers from 30% to 49% in the first quarter of 2026supported by new investments in content, hardware and customer engagement.
Croker pointed to the introduction of new titles, including Phoenix Link, which will launch in New South Wales, as part of the company’s ongoing product pipeline expansion.
Aristocrat reiterated expectations for continued growth in its gaming operations and interactive division, supported by new unit demand and ongoing market expansion cycles. The company also pointed to the forecast growth in EGM demand in North America and other key regions through 2028.
The latest financial results show revenue of AU$3.03 billion for the six months to March 2026, alongside a NPATA increase of 8.4% on a reported basis, reinforcing the company’s steady performance trajectory as it expands into new jurisdictions and strengthens its position in established markets.
