Industry Veteran Steps into Strategic Leadership Role Amid Growth Push
Air Dice, a prominent developer of gaming software and content, has announced the appointment of Christine Jinks as its new Managing Director for Malta and the UK. The move comes as part of the company’s continued efforts to strengthen its leadership team and support its international expansion strategy.
Jinks brings over 20 years of experience in the iGaming and gaming technology sectors, having held senior roles at Rank Group, SG Gaming, and Light & Wonder, where she served as Commercial Director. She joined Air Dice in April 2024 as part of the UK Sales and Strategy team and quickly established herself as a key contributor, leading to her promotion to Managing Director.
Strategy and Operations Under Jinks’ Leadership
In her new position, Jinks will oversee strategic planning as well as day-to-day operations for Air Dice’s key markets in Malta and the UK. She will also continue to support Boomerang Digital, a sister company supplying digital solutions to retail bingo halls, pubs, and arcade venues across the UK, in an advisory capacity.
Commenting on her appointment, Air Dice CEO Sami Mäkinen praised Jinks’ extensive expertise and alignment with the company’s mission:
“Christine brings a wealth of experience and expertise that will be invaluable as we continue our international growth and innovation. Her dedication and vision are perfectly aligned with our mission of delivering novel and engaging gaming experiences to the global gaming community.”
Leadership Transition and Farewell to Bord-Barthet
Jinks succeeds Victor Bord-Barthet, who is stepping down to pursue new opportunities within the iGaming industry. Air Dice confirmed that Bord-Barthet will remain with the company through a transition period to ensure continuity.
“We extend our heartfelt thanks to Victor for his years of service. His leadership has been instrumental to our success,” said Mäkinen.
Broader UK Industry Context
Jinks’ appointment comes at a pivotal time for the UK gambling sector, as the Gambling Commission responds to new insights from the Office for Statistics Regulation (OSR). The regulator has promised new initiatives aimed at addressing concerns raised about transparency, harm reduction, and statistical accountability in the gambling industry.
This move further signals Air Dice’s commitment to compliance, growth, and responsible innovation, positioning the company strongly in an evolving regulatory environment.
