Aristocrat Interactive names ex-evoke MD as igaming and sports boss

Aristocrat Interactive has named former evoke international managing director Nir Hakarmeli as the supplier’s new managing director of sports and igaming. 

Hakarmeli boasts considerable industry experience, the most recent being a near-five-year stint with evoke, the parent company for 888, William Hill and Mr Green.

He spent two years as gaming director of William Hill between 2020 and 2022 prior to shifting to international MD as 888 acquired William Hill International from Caesars Entertainment.

He served as international MD from February 2022 until his departure in October 2024.

Hakarmeli previously held a C-suite position, serving as chief marketing officer (CMO) for Addison Global between 2018 and 2020. 

During which time, he guided the launch of the MoPlay brand across multiple markets.

The exec’s first foray into the industry was in 2014, when Hakarmeli was appointed as Hills’ head of gaming.

That two-year stint was followed by another two-year spell as gaming director of Ladbrokes Coral Group between 2016 and 2018. 

Hakarmeli joins Aristocrat’s business unit nine months after the supplier’s $1.2bn (£981m) acquisition of NeoGames, which merged with the firm’s Anaxi division to create Aristocrat Interactive in June. 

Weeks after the division was launched, Aristocrat announced its goal to hit a target of at least $1bn in full-year 2029 revenue for its interactive arm. 

The interactive segment is expected to focus on three different operational pillars: ilottery, content and gaming systems. 

Here, speaking to EGR, Hakarmeli sheds light on his role as the new managing director of igaming and sports for Aristocrat Interactive and what inspired him to make the move from a B2C operator to a B2B outfit. 

EGR: What was it about this new role at Aristocrat Interactive that appealed to you? And why did you decided to make the shift from B2C to B2B? 

Nir Hakarmeli (NH): Aristocrat Interactive’s portfolio positions us to effectively support operators across various environments, helping them to meet their own unique needs and achieve success. The chance to contribute to this growth and lead a team with the potential to become a true global leader in the coming years is incredibly motivating.  

As for the shift from B2C to B2B, after spending 14 years in various roles within B2C organisations, I have developed a deep understanding of what both operators and customers need to succeed. My goal is to share insights into operators’ pains, needs and work processes to foster better collaboration and drive success. 

EGR: What will your day to day look like as managing director of Aristocrat Interactive’s sports and igaming divisions?  

NH: Having recently joined the team, I am currently focused on immersing myself in the organisation, understanding our products and the strategic plans already in place. However, one thing is clear: there is never a dull moment. The team’s pace and energy is truly inspiring, and I am eager to channel this momentum as we work towards achieving our ambitious goals. 

EGR: The bulk of your previous experience comes with operators. What aspects of your time at the likes of evoke do you think will serve you in good stead for your new role? 

NH: My prior experience with operators has given me a firsthand understanding of what it takes to succeed in a highly competitive environment. I have collaborated with teams to address the evolving needs of customers, stay ahead of industry trends and overcome operational challenges. 

Having this perspective is invaluable in my new role at Aristocrat Interactive as it enables me to anticipate our clients’ needs and develop solutions that truly resonate with them.

EGR: What is the top of your to-do list at Aristocrat Interactive? 

NH: My immediate priority is to gain a comprehensive understanding of the organisation’s capabilities and the markets we serve. This will allow me to identify opportunities where we can create the greatest impact in igaming and sports. Strengthening relationships with our clients and partners is equally critical as collaboration will be the cornerstone of our success. 

Additionally, I’m focused on aligning the igaming and sports strategies with Aristocrat Interactive’s overall strategy and long-term plans. 

Arnold Ash is EGR’s Executive Recruitment Partner. They support ambitious organisations to identify and attract industry leading executive talent. Find out more here.