Primmer assumes his new role promptly, reporting directly to Aristocrat CEO and managing director Trevor Croker.
This marks Primmer’s most senior position with Aristocrat since joining the company in August 2014.
Previously, Primmer served as the chief product officer for Aristocrat’s land-based business, holding the position for four years.
Before this, he held roles as executive vice-president and senior vice-president of global products and insights.
He also served as senior director of portfolio planning and strategy for the Americas at Aristocrat.
Prior to joining Aristocrat, Primmer worked as the domestic product marketing manager at Ainsworth Game Technology.
His other roles include CEO of United Technology Services and sales executive for Shuffle Master.
CEO Croker welcomed Primmer’s “proven gaming experience” to the executive team, expressing his delight at the appointment.
“Over the past decade, Matt has made a strong contribution to building and extending Aristocrat’s global product leadership, fostering our outstanding creative and technical talent, championing D&D (design and development) and placing customer needs at the centre of our product strategy,” said Croker.
“Matt’s appointment brings additional, proven gaming experience to the executive team.
In his new role, Matt will help us maintain an enterprise view of product strategy as our business grows to encompass a broader range of product verticals, while also ensuring the most effective allocation of D&D investment.”
The appointment follows a 13.0% increase in revenue for Aristocrat’s 2023 financial year. Published in November, the results show revenue for the year amounted to AU$6.30bn (£3.23bn/€3.78bn/US$4.09bn).
The figures reveal widespread success in the gaming and technology sectors, with EBITDA and certain profitability measurements rising.
For the group, net profit after tax and before amortisation of acquired intangibles increased by 46.7% to $1.54bn.
Additionally, normalised EBITDA reached $2.11bn, up 33.2% from the previous year.
Croker highlighted the impact of acquisitions, including Roxor Gaming in January 2023, which led to the expansion of the Anaxi online arm.
Aristocrat is also finalising the acquisition of NeoGames, with a $1.20bn deal agreed upon in May.
This acquisition is expected to be completed before the end of the first half of calendar year 2024.
Croker hinted at further acquisitions in 2024 as Aristocrat continues to pursue new growth opportunities.