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Issue Date: Vol. 51, No. 3, March 2011, Posted On: 3/7/2011

Ashdown Succeeds Freimuth As LAI Chief

Tim Sanford
LAI Games, Leisure & Allied Industries, Alan Freimuth, Marshall Ashdown, Malcolm Steinberg, Timezone, Australia, music, music & games, amusement business, arcade game, amusement machine manufacturer, coin-op, coin-op industry, Mitchell's Children's Rides, Photo-Me, Jolly Roger Amusement Rides

PERTH, Australia -- LAI Games reports that industry veteran Alan Freimuth has announced his retirement as full-time chief executive officer of LAI Games, effective May 1. He will be succeeded by Marshall Ashdown, who now serves as the company's international sales manager.

Freimuth joined the LAI Group in 1979 to establish the first Timezone family entertainment center in Perth, Australia. He spent the next two decades with Timezone, and was instrumental in developing the chain in Australia – which includes the largest Timezone outlet in that country, in Gold Coast, Queensland.

In 1999, he moved to Singapore to develop Timezone and to establish the LAI Games brand internationally. In 2006, he set up the LAI Games office in the United States, and was responsible for manufacturing, international sales, and research and development in 34 countries. He won widespread international recognition for the brand with such hit games as Stacker and Lighthouse.

Freimuth plans to return to Australia in his retirement. He will remain a non-executive director of LAI Games.

Ashdown, a former naval officer, joined LAI Games at Freimuth's invitation in 2009, becoming international sales manager. He brought 22 years' experience in sales and management to the post, the last 15 of which were spent in the coin-op industry. During that time, he held responsible posts with Mitchell's Children's Rides, Photo-Me and Jolly Roger Amusement Rides. During his tenure at LAI Games, he has successfully expanded the company's international business in the United Kingdom and continental Europe.

He will spend the majority of his time over the next year and a half in Asia, familiarizing himself with product development and manufacture.

Leisure & Allied Industries (LAI) was founded in 1958 by Malcolm Steinberg in Perth. A pioneer in the family entertainment concept, LAI grew to encompass international sales as well as research, development and manufacturing.

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