International edition
September 28, 2020

John Connelly, Norma Da Silva and Madlen Aleksandrova

Zest Gaming hires industry veterans

(Italy).- Zest Gaming, one of European most acknowledged gaming technology providers, has announced the appointment of John Connelly, former Bally’s Vice President International, as its new CEO.


onnelly was directly responsible for the company’s expansion to numerous new markets, revitalization of lapsed strongholds and the delivery of dynamic business growth both in terms of percentage of floor and performance of product around the world.

With 18 years of gaming experience and nominated as one of the Top 25 People To Watch by Global Gaming Business in 2010. His contributions involved taking Bally’s International Business from under 5% of total Revenue to nearly 20% in less than 4 years, while at the same time, seeing Bally’s Revenues double.

Most importantly, Connelly established global infrastructures to meet client needs, maximise revenue and increase speed to market. 'Controlled growth' has been his watch-word and we expect to see these same attributes applied under the Zest banner. In addition, he will remain a Senior consultant to Bally’s Executives for at least 2 years, focusing on significant international projects.

Zest Gaming announce two further appointments, which will significantly enhance the company’s management team and prepare it for a new stage of growth within the Latin American and European markets.

Norma Da Silva, the former Sales Director of IGT Latin America, played a critical role in expanding IGT’s business within the region. Through her work in establishing the brand in new jurisdictions and developing long-term customer relationships in diverse markets, IGT quickly became a market leader.

Da Silva joined IGT in 1999 and in the following 12 years was a key force in establishing Latin America as the company’s largest International business unit worldwide. With over 5000 machines sold annually and another 2700 put on participation, Norma will surely leave her mark on the history of IGT.

Earlier in her career, she spent 6 years working under the Management of Casinos Austria International at their land based casino in Mendoza, Argentina. Appointed as Zest’s Vice President for Latin America, Da Silva is a huge gaming asset for the company with extensive product and market knowledge and unrivaled understanding of the needs of local operators.

Madlen Aleksandrova, Zest’s newly appointed Director of Sales & Marketing Europe has a proven track record of success apparent through the remarkably fast growth and territorial expansion of Euro Games Technology (EGT) over the past several years. Aleksandrova played a dominant role in the opening of new markets and in establishing brand awareness for the company as Sales & Marketing Director, prior to joining Zest. She brings to Zest a combination of business development, marketing and sales focus that will help the company capitalize on the new opportunities presented by the Italian market.

“I believe Zest Gaming is well positioned for success”, commented Luca Frigerio, Chairman of Zest Gaming “We are in the process of building one of the best International teams, which will provide us the tools necessary to become a truly global leader in the Gaming Business”.

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