International edition
September 22, 2021

Amy Lipton

WMS names new Vice President of Marketing

(US).- WMS Industries announced that Amy J. Lipton has been named Vice President of Marketing, effective immediately. Ms. Lipton brings more than 25 years of global marketing leadership and client knowledge to her new role.


he will report to Executive Vice President, Global Products and Chief Innovation Officer, Larry J. Pacey, and serve on the company’s Executive Committee. Ms. Lipton fills the role previously held by Rob Bone who was appointed Vice President and General Manager, Western Sales and Operations for WMS earlier this year.


As Vice President of Marketing, Ms. Lipton will have direct oversight for all of WMS’ efforts related to market research, advertising, promotions, interactive, public and media relations and trade shows. She will oversee the strategies aimed at further increasing the awareness of the WMS brand and the Company’s games among slot players, as well as work closely with casino operators to ensure alignment between their future needs and the company’s key strategic initiatives – including WMS’ Casino Evolved and product vision.


Amy Lipton joins WMS from IBM, where she has served in a progression of marketing and leadership roles since 1982, including Director of Global Marketing for Digital Media, Director of Global Marketing for Media and Entertainment and Director, Global Marketing for Business Process Management.


During her career, she oversaw IBM’s marketing efforts for all aspects of the exploding networked digital media marketplace, from traditional broadcast television to emerging connected digital consumer technologies, such as digital TV, online games and social networking. She previously served as a marketing executive for IBM’s wireless e-business services in the Americas and was responsible for creating brand leadership for the largest portfolio of wireless services in the market, including IBM’s mobile communications, wireless payment initiatives, smart card services and electronic device management, among others.


Orrin J. Edidin, President of WMS said, “Amy brings to WMS a track record of significant accomplishments in global entertainment and ‘new media’ marketing programs and broad perspectives on how social-media can play an important role in shaping the future of gaming experiences through player-driven interaction and the power of innovative networked gaming solutions. Combining this expertise with her digital media and network technology experience will be instrumental in guiding WMS’ future strategy as the leader in innovating compelling gaming experiences.


“Amy has an ideal skill set to move WMS’ marketing initiatives to the next level and extend our reputation as an industry thought leader for our approach to networked gaming solutions, including our commitment to full interoperability, our culture of innovation and understanding of player preference and customer expectations, as well as WMS’ status as an employer of choice in the gaming industry, in the Greater Chicago metropolitan area and other locations where WMS maintains offices.”


Amy Lipton commented on her appointment, “I am excited to be joining a company that has clearly established itself as an industry leader in innovation and the development of imaginative player-centric games and experiences that drive high returns for casino operators. WMS is passionate about its creativity and innovation with a purpose, and this has allowed the Company to develop exciting, differentiated games that consistently exceed the entertainment experiences previously available to slot players. I look forward to working with Orrin, Larry and the entire WMS team, as we continue on the leadership path for the evolution of entertainment experiences on the casino floor.”


Lipton holds a Master of Science degree in communications from Rensselaer Polytechnic Institute and a Bachelor of Fine Arts in Design from Syracuse University

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