Joshua Morris

Aristocrat – SVP Digital Product

Since March 2023, Joshua Morris has been an integral part of Aristocrat (2 years 9 months), initially joining following the acquisition of Roxor Gaming.

His role transitioned from leading the product and technology integration of Roxor into a broader function within the group product organization.

As SVP Digital Product, his mandate has expanded to head up the digital product strategy for Aristocrat, covering both the Social and iGaming product offerings, and involving collaboration with various studios and product teams across the Aristocrat Group.

Roxor Gaming – General Manager

Before the acquisition, Morris spent 3 years and 5 months (October 2019 – February 2023) at Roxor Gaming as General Manager. In this capacity, he successfully led the B2B Game Development business through a crucial transition.

This involved transforming what was an in-house product and technology division into a stand-alone supplier. Roxor Gaming was formed in 2019 following the sale of Gamesys Group.

Morris worked with a talented leadership team to reshape the company for the B2B sector, managing a team responsible for transitioning the game studio, roadmap, technology platforms, and team structure into a B2B-focused business, reporting into the Anzo Group structure. The company was subsequently sold to Aristocrat Group in 2023 as part of Aristocrat’s expansion into the iGaming sector.

IGT – Senior Commercial Director

From January 2017 to October 2019 (2 year 10 months), Morris served as Senior Commercial Director at IGT. His responsibilities centered on commercial development and growth for the IGT interactive product offering across the EMEA and Latam regions.

Key activities included identifying product trends, developing new business drivers, managing customer relationships, and marketing and development of new business relationships.

Digital Eyot – Director & Gaming Consultant

Morris spent 4 years (Februay 2013 –  January 2017) working as a Director & Gaming Consultant at Digital Eyot. His consultancy work focused on digital product and proposition development, market positioning, and marketing within the digital gaming sector.

During this period, he engaged with a diverse range of clients, including Gamesys, Game Account, Leo Vegas, Virgin Group, and Openbet. Notable achievements included his involvement in the launch of Leo Vegas into the UK market in 2013-15 and working as a part of the founder team for Virgin Red, the Virgin Group loyalty program, which launched in 2016.

Virgin Games – Commercial Leadership

Morris dedicated 8 years and 4 months to Virgin Games when it was part of the Virgin Group, gaining significant experience in B2C iGaming. He served as Commercial Director – Revenue Growth, Product & Marketing for 5 years and 10 months (April 2007 – January 2013).

In this full-time role, he focused on the formulation and implementation of business and product strategy for all B2C internet gaming products (Casino, Bingo, and Poker). His mandate included business operations and the management of customer acquisition, retention, product development, and marketing.

Critically, he played an active leadership role in the sale of the Virgin Games business to Gamesys in 2012. Earlier in his tenure, he was a Product Manager for 2 years and 6 months (October 2004 – March 2007), where his time was spent developing a strategy to launch and grow the products, managing CRM and marketing plans, overseeing the team and budgets, and working with software partners to develop a differentiated product offering while being accountable for setting and achieving revenue targets.

Victor Chandler – Product Marketing Manager

Between March 2003 and September 2004 Morris served as Product Marketing Manager at Victor Chandler. Here, he developed and implemented a product marketing strategy for the Victor Chandler casino product, known as The Spin Room.

He was also responsible for launching, managing, and marketing various white label relationships with brands such as Wanadoo, Racing Post, Page 3, Daily Star, and FHM.

Non-Gaming Experience – BSI and StepStone

Morris’s foundational experience includes roles outside of direct iGaming, demonstrating a diverse skill set in marketing and strategic analysis. He was a Category Manager at BSI Management System for 1 year and 5 months (November 2001 – March 2003), working as part of a strategic marketing team that evaluated industry trends to develop new Management System standards, such as ISO 9001.

Earlier, he served as Marketing Exec / Product Marketing Manager at StepStone for 2 years (1999 – 2001). Morris joined the online recruitment company StepStone in 1999, spending two years launching the brand, which included taking it to IPO in 2000, and developing the product and marketing approach during the early dotcom years.