Aristocrat Leisure Limited, a gaming content and technology provider, has announced that its online Real Money Gaming (RMG) segment would be rebranded as Anaxi and will become the third business unit of Aristocrat Group, joining Aristocrat Gaming and Pixel United.

The new brand identity is viewed as crucial for attracting and retaining industry professionals and fostering team culture.

Aristocrat will showcase its Anaxi product at G2E Las Vegas prior to its official US release.

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Reimagine Online Gaming Content

The launch of the Anaxi brand is viewed as the next phase in the company’s growth strategy, which began in February of this year with the formation of Aristocrat’s dedicated online RMG business.

Mitchell Bowen, chief executive officer of Anaxi, was excited to announce the creation of the new brand under the Aristocrat Group umbrella. He described Anaxi as Aristocrat’s emerging online RMG business that “reimagines the world’s greatest gaming content online” and positions the company to “become the most trusted name in online RMG globally.” The newly rebranded firm will aid in the execution of the “create and purchase” strategy by assisting the brand in continuing to attract and retain outstanding industry employees and foster a strong team culture.

Continuing his remarks, Bowen stated that the new Anaxi brand will be featured at G2E Las Vegas, and he seized the opportunity to ask Aristocrat’s clients, partners, and players to visit the Aristocrat Gaming booth and ‘Experience Anaxi.’

Targeting US Launch

Aristocrat stated that the first regulated online casino product under the Anaxi brand will launch in the United States by the end of 2022 in collaboration with two large customers. In the meanwhile, Aristocrat is committed to extending its online RMG service by pursuing various opportunities, including mergers and acquisitions similar to its recent acquisition of B2B online RMG provider Roxor Gaming.

The addition of Roxor Gaming’s extensive affiliate network will assist Aristocrat in expanding its worldwide reach to more than 300 regulated gaming jurisdictions in more than 100 countries. The acquisition will also provide considerable online RMG knowledge by integrating Roxor’s UK team of over 100 devoted professionals with Aristocrat’s over 7,000 workers in 20 global locations.

The B2B gaming provider that was formerly Gamesys Group’s in-house studio is already operational in New Jersey and the United Kingdom and has expansion plans in North America and the United Kingdom. As part of its expansion strategy in the United States, Aristocrat announced a multi-year cooperation agreement with the NFL’s New England Patriots that will include Aristocrat branding at the Patriots’ Gillette Stadium year-round, as well as in-game promos for Patriots fans.

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