Aristocrat Technologies has named gaming visionary Rich Schneider as its new chief product officer.

As CPO, Schneider will lead all aspects of product design, portfolio management and global marketing activities, and he will direct the overall leadership of Aristocrat’s vibrant creative studios. Schneider will be based in the company’s Las Vegas office and will report directly to CEO and Managing Director Jamie Odell.

“The appointment of our CPO is significant, and we are fortunate to have attracted someone of Rich’s calibre, and he will play a critical leadership role in the next stage of our turnaround story,” Odell said. “His skill set, knowledge of the industry and years of experience will be tremendous assets to Aristocrat’s Executive Leadership Team and to our business.”

For his part, Schneider said, “I could not be more delighted about joining Jamie and the entire Aristocrat team. Aristocrat’s breadth of product, coupled with a great game library, and a strong tradition of delivering games that players just love to play are all great building blocks for a successful future.”

Schneider is widely regarded as an important force in the gaming industry and has played significant roles in shaping its future. Most notably, Schneider was executive vice president of product strategy at IGT. He has also served as IGT’s senior vice president of server-based gaming and president of IGT Systems. Prior to IGT, he served as president and chief operating officer at Acres Gaming. He has also been vice president of game development for Casino Data Systems and director of engineering for United Coin Machine.

Schneider’s vision has helped lead to the creation and proving the value of system bonusing products that have become the industry standard for building patron loyalty and driving casino revenues. He also played a vital role in conceiving what is now known as the Gaming Standards Association and has held several important positions in GSA, including board member and vice chairman of the board.

Schneider holds a bachelor’s of science degree in engineering from the University of Nevada, Las Vegas. He will begin his tenure at Aristocrat on July 28.