WMS launches Williams Interactive

July 17, 2012 by Simon Liddle

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Orrin Edidin is to lead WMS’ newly established i-gaming subsidiary, Williams Interactive.
Orrin Edidin

Williams Interactive will focus on the growth, development and operational execution of the US-based company’s worldwide online wagering, social, casual and mobile gaming initiatives. The creation of Williams Interactive is intended to optimise the benefits of i-gaming for WMS’ casino operator customers and their players.

Edidin, president of WMS Industries, has been promoted to the new position of president and CEO of Williams Interactive. In his new role, Edidin will lead the company’s efforts to leverage its product development expertise, content and i-gaming capabilities to target the emerging industry’s significant potential growth opportunities by supporting casinos’ participation in these new distribution channels. WMS has promoted Kenneth Lochiatto to president and chief operating officer of WMS Gaming.

“For several years, WMS has been moving toward the convergence of land-based casino entertainment with players’ desires for gaming content across the full spectrum of online, social, casual and mobile mediums,” said Brian Gamache, chairman and CEO of WMS Industries. “As result of our anticipation of this convergence, we already possess a comprehensive range of leading solutions to meet our customers’ current and evolving needs. Establishing Williams Interactive is an important step forward in concentrating our efforts and increasing our collective ability to leverage our operational and development initiatives to propel growth and returns to the next level. Orrin’s management expertise and knowledge of the WMS organisation, understanding of the dynamics of these new emerging distribution channels and deep appreciation of what land-based casino operators need to maximise their benefit from i-gaming opportunities make him the ideal leader to move Williams Interactive forward for the benefit of our customers, their players and WMS.”

Reporting to Edidin at Williams Interactive will be Jordan Levin, vice president and COO; Kent Hansen, vice president and CFO; and Aaron Schurman, head of Phantom EFX, WMS’ recently acquired social, casual, and mobile gaming business. In addition to these individuals, significant management and development talent has been assembled through a combination of internal WMS individuals and members of the Phantom EFX and Jadestone teams. Edidin will continue to hold the role of president of the parent company, WMS Industries, which he has held since 2008.

“A global migration toward content convergence and multi-channel distribution is rapidly under way,” Edidin said. “Having anticipated the convergence of land-based casino gaming with online, social, casual and mobile gaming, we set out several years ago to prepare WMS to benefit from these exciting new opportunities.

“We have developed and acquired the appropriate experience and skills needed to help our customers prepare for the convergence in their businesses with a broad set of value-added solutions, products and managed services.”

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