Christine Jinks joins Air Dice as Managing Director

Air Dice Group, an international B2B developer of iGaming content and gaming technology, has officially named Christine Jinks as its new Managing Director. In her new role, Jinks will oversee the strategic direction, business operations, and organizational growth of both Air Dice Services Malta and Air Dice Services UK. Her appointment signals a focused step forward in the company’s ongoing strategy to enhance international operations and deliver innovation-driven growth across its core markets.

Christine Jinks has been appointed to replace Victor Borg-Barthet, who is departing from his executive position to focus on launching new business initiatives in the iGaming industry. The leadership transition will be managed in a phased approach to ensure business continuity and operational stability.

Christine Jinks brings over two decades of gaming leadership experience

With a distinguished career spanning more than 20 years, Christine Jinks brings to the position extensive expertise in both the online and retail gaming industries. She has served in a wide range of senior management and strategic consultancy roles, working with recognized brands and gaming operators across various segments of the gaming and leisure sectors.

Most recently, Jinks has provided executive-level consultancy services in the fields of leisure and gaming technology. Her advisory roles have included work with companies focusing on digital transformation and content development for omnichannel distribution, particularly in regulated markets.

Jinks' elevation to Managing Director comes as no surprise to industry observers, given her ongoing consultancy role with Air Dice Group since the beginning of 2024. This prior engagement has provided her with deep insight into the company’s internal structure, product offerings, and long-term objectives.

CEO Sami Mäkinen emphasizes continuity and vision

Commenting on the appointment, Sami Mäkinen, Chief Executive Officer of Air Dice Group, stated:

“We are thrilled to welcome Christine as our Managing Director for both Malta and the UK. Christine has been working with us as a consultant since early 2024 and brings a wealth of experience and expertise that will be invaluable as we continue our international growth and innovation, working closely with our customers and partners within the gaming industry. Her dedication and vision are perfectly aligned with our mission of delivering novel and engaging gaming experiences to the global gaming community.”

Mäkinen’s remarks underscore the strategic rationale behind Jinks’ elevation to the executive team, noting her alignment with the Group’s mission to expand its market footprint while continuing to innovate in game design, platform integration, and content delivery.

Leadership transition with respect and continuity

Outgoing Managing Director Victor Borg-Barthet will remain with the organization during the transitional phase to ensure a smooth handover of responsibilities. His continued presence in the near term reflects Air Dice’s commitment to ensuring strategic continuity and seamless operational oversight during the leadership change.

Sami Mäkinen further expressed his appreciation for Borg-Barthet’s leadership:

“Victor will be staying in the business during a period of transition over the coming months. We extend our heartfelt thanks to Victor for his years of service and his invaluable contributions to Air Dice. Victor’s dedication and leadership have been instrumental to our success. We wish him all the best in his next venture.”

This carefully managed transition aims to preserve organizational momentum, particularly in relation to client-facing operations, product development, and regulatory engagement in the UK and Malta—two important jurisdictions for Air Dice’s long-term strategy.

Continued collaboration with Boomerang Digital

In addition to her responsibilities at Air Dice, Christine Jinks will maintain an advisory position with Boomerang Digital, a sister company within the Air Dice Group ecosystem. Boomerang Digital is a key supplier to the UK retail gaming market, serving bingo halls, arcades, and the licensed hospitality sector.

Andrew Ludlow, CEO of Boomerang Digital, expressed his enthusiasm for Jinks’ expanded involvement:

“Chris and I first worked together bringing digital AWPs to the pub retail sector nearly 20 years ago. She is a valued addition to our group. Her appointment continues to strengthen the expertise, experience and strategic alignment of Air Dice Group and Boomerang Digital and our commitment to offering multichannel content to operators where available.”

Jinks’ dual roles reflect the increasing convergence between online and land-based gaming content, as operators seek integrated solutions to engage customers across different formats and regulatory environments.

The vital role of Malta and the UK in Air Dice’s business strategy

Malta and the United Kingdom continue to represent two of the most critical regulatory hubs for global iGaming businesses. Air Dice’s commitment to maintaining a strong presence in these markets is further underscored by the leadership changes now taking place.

In Malta, the company operates under the jurisdiction of the Malta Gaming Authority (MGA), one of the most respected and internationally recognized licensing bodies in the online gaming sector. Meanwhile, in the UK, the company adheres to the standards set forth by the UK Gambling Commission, which imposes strict regulatory and operational compliance requirements.

With Christine Jinks at the helm, the company seeks to navigate the complexities of these highly regulated environments while expanding its market share and reinforcing its partnerships with regional and international operators.

Vision for future growth and innovation

Air Dice Group has long focused on the development of data-driven, math-based gaming content, particularly in segments such as slot games, dice games, and hybrid content. The company has carved a niche by offering titles that blend strong gameplay mechanics with advanced user engagement strategies.

Under Jinks’ leadership, Air Dice is expected to accelerate its innovation pipeline and expand its reach into both emerging and mature markets. Her understanding of both technological trends and consumer behavior positions her uniquely to steer the company through its next phase of growth.

In addition, her collaboration with Boomerang Digital is likely to support broader efforts toward delivering multichannel solutions—bridging the gap between digital and retail gaming experiences and positioning the group as a competitive force in an evolving industry landscape.

Conclusion

The appointment of Christine Jinks as Managing Director marks a strategic milestone for Air Dice Group as it continues to strengthen its position in key regulated markets. With her extensive experience and deep understanding of both digital and retail gaming sectors, Jinks is well-equipped to lead the company into its next phase of growth and innovation. As the group maintains its commitment to delivering cutting-edge gaming solutions, this leadership transition is set to reinforce operational excellence and long-term strategic alignment across both the UK and Malta divisions.

FAQs

Who is Christine Jinks?
Christine Jinks is an experienced iGaming executive appointed as Managing Director of Air Dice Services Malta and Air Dice Services UK in 2025.

What is Air Dice Group?
Air Dice Group is a global B2B provider of iGaming content and technology, known for developing innovative slot and dice-based games.

What experience does Christine Jinks bring to Air Dice?
She has over 20 years of experience in gaming and leisure industries, including leadership roles in both online and retail gaming operations.

Why did Victor Borg-Barthet leave Air Dice?
Victor Borg-Barthet is stepping down to pursue personal business ventures in the iGaming sector but will remain temporarily during the transition.

Will Christine Jinks continue her role at Boomerang Digital?
Yes, she will continue in an advisory capacity at Boomerang Digital, which supplies content to UK-based retail gaming operators.

What markets does Air Dice focus on?
Air Dice operates primarily in regulated markets such as Malta and the United Kingdom, with a global client base.

What kind of games does Air Dice develop?
The company specializes in math-based slot games, dice games, and hybrid titles tailored for regulated online gaming markets.

How does this leadership change impact Air Dice’s future?
The appointment of Christine Jinks is expected to enhance strategic direction, boost innovation, and strengthen partnerships with gaming operators.

What is Boomerang Digital’s role in the group?
Boomerang Digital is a sister company that provides digital content to UK bingo halls, arcades, and pubs, working in tandem with Air Dice.

How will Air Dice handle the leadership transition?
The company has planned a transitional period with outgoing Managing Director Victor Borg-Barthet to ensure continuity and operational stability.