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LAI Games Names Theo Sanders Chief Executive

Posted On: 8/13/2013

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TAGS: coin-op, arcade game, photo booth, amusement business, amusement machine manufacturer, LAI Games CEO, Theo Sanders, Marshall Ashdown, Leisure and Allied Industries, Malcolm Steinberg, Ubisoft, Adam Steinberg

LAI, Theo Sanders SINGAPORE -- Following a two-month search, LAI Games here has selected Theo Sanders as its new chief executive. Sanders succeeds Marshall Ashdown, who is relocating to England to take up the post of LAI's international sales director. Ashdown had previously served as international sales manager there, but moved to Singapore to become chief executive after Alan Freimuth retired in 2009.

LAI Games is a subsidiary of Leisure and Allied Industries, which was founded in Perth, Australia, in 1958. It produces coin-operated equipment at its main manufacturing plant in Jakarta.

LAI Group chairman Malcolm Steinberg explained that, as the company's corporate and manufacturing base is centered in Asia, its leadership decided to bring in a new chief executive able to focus more closely on product development and manufacturing. | SEE STORY

While the new chief executive is new to the coin-op games, he has extensive experience in the consumer and online games channels, which LAI says will be "very beneficial to the company going forward." Most recently, Sanders served at Singapore's Ubisoft as lead producer and general manager. At Ubisoft, he created Ghost Recon Online -- a major videogame brand reinvented as a digital service. Previously, he held senior-level executive and creative positions at Razer, Blizzard Entertainment and Smart Electric Meter.

"Apart from his extensive business experience," commented LAI Group director Adam Steinberg, "I believe Theo will be a perfect fit for LAI. Over the coming months, Theo will be attempting to take in as much information as he can and travelling around to meet with staff and customers so that he can formulate new plans to take the business forward."

Theo Sanders is based in LAI Games' Singapore office and can be contacted by email at