There are a handful of legendary figures in the casino business and the world of slot machines, but only one for them made it to their 100th birthday. Leonard “Len” Hastings Ainsworth hit that milestone this week.
Born on July 11, 1923, the Australian businessman has been a leading manufacturer of slot machines since he started his first slot company at the age of 30. Earlier, he inherited his father’s manufacturing business, which supplied dental equipment.
Those new to the industry recognize the “Ainsworth” name as a current supplier of slot machines generally ranked in the second half of the Top Ten providers. But the first company that Ainsworth founded in 1953 was “Aristocrat Leisure Industries,” ranked number one today in almost every survey.
In those early years, Ainsworth expanded beyond Australia, first in London, then around the world. But making it in the U.S. proved very difficult.
I’d never heard of Aristocrat when I started my casino career in the mid-1980s. One day, I noticed that the label on the front of an IGT mechanical reel-spinner was starting to come off. I gave it a tug and was surprised to see the name “Aristocrat” underneath the IGT logo. The irony of that moment was that IGT would soon to become the international leader with their own mechanical reel machines, just as Aristocrat would eventually revolutionize modern slot play with their video reels. The other twist in the story of Len Ainsworth’s amazing success is that he was never allowed to officially head the company that he founded during its success here in the U.S.
One Australian newspaper recently described Ainsworth as the “billionaire king of the pokies.” That latter term is the name for small slot machine parlors beloved by Australian locals. While they’re still in operation today, they were borderline illegal in those early days. That was one of the first disputes with the law that plagued Ainsworth, perhaps unfairly, throughout his long career.
He had a running battle with the New South Wales (NSW) police for years, claiming in an interview, “The police force itself was corrupt. They were paid off by local competitors. And when I started to get into Nevada, well, they caused issues with that too.”
Indeed, it was long rumored that competitors like Nevada-based IGT and Bally were happy to quietly pass along any and all allegations from the NSW police to the Nevada Gaming Control Board, which denied licensing to Ainsworth and his Aristocrat company on multiple occasions.
In a press release about his 100th birthday, the company said, “Following a 1984 diagnosis of prostate cancer, Mr. Ainsworth transferred his ownership in Aristocrat to his family to ensure his legacy continued into the future. However, following a clear diagnosis thereafter, he knew he had more to offer the industry he fell in love with, so in 1995 (at the age of 72), he founded his second gaming company, Ainsworth Game Technology.”
Others are convinced that it was not cancer, but licensing problems that forced Ainsworth to leave his company. It became evident that with encouragement from competitive lobbyists, he and Aristocrat would never get a Nevada license if he remained in charge.
Back home, he spent nearly $20 million fighting numerous police complaints and negative rumors, ranging from bribery and corruption to Mafia ties. Not one of the charges against him was ever proven and he won every court challenge. Eventually, he was licensed in Nevada and throughout the U.S., not with Aristocrat, but rather with his new company bearing his name.
Despite his licensing battles, Ainsworth has done all right for himself. There’s no doubt that he’s a billionaire, although the exact amount varies. Forbes put him on the 2023 “Australia’s 50 Richest List” at $2.2 billion (he and his family). The Australian Financial Review pegged the family’s fortune at $5.7 billion. Already wealthy in 2015, he sold his controlling interest in Ainsworth to Novomatic for AU$473 million.
His slot products dramatically changed how players in the U.S gambled. Until Aristocrat introduced games like Penguin Pays at the start of the 2000s, video reel games were marginal at best. Likewise, it was rare to see any machine accept more than three-to-five credit bets. Ainsworth and Aristocrat changed all that. Not only did 45-coin wagers become common (making 5¢ games into high-denom products), they introduced the concept of partial pays. Players could bet 45 credits and get frequent wins of 20 or 25. That was very popular with gamblers, but even more so with operators. This innovative increase in hit frequencies drove profits to new heights. Other early Aristocrat innovations were cartoon-like graphics featuring a base of ace through 10 symbols, Mystery Progressives, and new mechanics like Reel Power. Using a must-hit-by progressive concept, Ainsworth machines remain one of the strongest video games in high-limit rooms today.
Danny Gladstone, chairman of Ainsworth Game Technology, said, “I started my career in the gaming industry 50 years ago working for Len. It was a privilege to then have the opportunity to work with him again 16 years ago at Ainsworth and build on his legacy. He is a true icon globally and our industry would not be what it is without him. I wish him all the very best on his 100th birthday.”
One newspaper described him as, “brilliant, bizarre, ruthless, generous, ultra-competitive, determined, funny, complex, much loved, and admired – are all descriptions that have been applied to Ainsworth over the years. And they all fit.”
It was always a pleasure to talk with Mr. Ainsworth at the annual G2E show, which he attended until he was 93. I loved talking about what car he was driving. Reportedly, as part of his separation agreement with Aristocrat, he would receive a new car of his choice every year. His tastes ran from Rolls Royces and Bentleys to the occasionally sports car.
And when asked, he always had some choice words about his licensing struggles in Australia and the U.S. saying, “It pissed me off, of course. But I think right is right and wrong is wrong. I believe I’ve always been a person of principle and I always will be. I’ve always fought these people who tried to do me over. I’ve never been charged with anything, yet I’ve had to put up with these disgraceful allegations for years.”
In a more forgiving mood, this week he said, “I feel privileged to have reached this milestone and to have seen how the gaming industry has evolved and flourished over the years. I’ve been fortunate in establishing a worldwide reputation for quality equipment that continues to lead the field and that pleases me to no end. I have worked with many great people along the way; without them none of it would be possible.” That is evident in huge number of highly successful game designers and industry executives who got their start with Len Ainsworth.
He and his family are also known in Australia for their charitable giving. They’ve donated millions and millions to hospitals, universities, and research facilities. His birthday announcement said, “A passionate philanthropist, he established the Ainsworth Foundation, which generously supports the Australian community most notably in medical research, education, healthcare, and various other social causes, leaving an enduring impact on countless lives. ‘Personally, I’m most proud that my good fortune enables me to support so many worthwhile causes,’ he said.”
Happy Birthday, Len, and a heartfelt thank you for all you’ve done for the gaming industry.
