Australian gaming company Aristocrat has announced the launch of its new online real money gaming (RMG) division — Anaxi.
Earlier this year, the company revealed that it would create a new independent online gaming division as part of its strategy to grow its business in the online RMG industry. The strategy was described as a ‘build and buy’ growth strategy and saw the company acquire B2B online RMG supplier Roxor Gaming in September of this year.
Speaking of the new brand launch ahead of G2E in Las Vegas, Anaxi Chief Executive Officer, Mitchell Bowen said:
“We’re excited to announce Anaxi as the name of our emerging online Real Money Gaming business at Aristocrat. We look forward to working with our partners as Anaxi reimagines the world’s greatest gaming content online and begins our journey towards becoming the most trusted name in online RMG globally.
“We are thrilled to be showcasing our new Anaxi brand at G2E Las Vegas and invite our customers, partners and players to ‘Experience Anaxi’ with us on the Aristocrat Gaming stand.”
Anaxi’s first regulated iGaming products will launch with two major online casino providers in the USA by the end of the calendar year 2022.
Anaxi is a third business unit within Aristocrat Group sitting alongside Aristocrat Gaming and the Pixel United mobile-first publishing business.
Earlier this year, Aristocrat announced a $500 million (€332.9 million) on-market share buyback in order to return some of the $1.3 billion (€865 million) it raised in 2021 to fund an ultimately failed bid for Playtech.
Olivia has worked as an editor and writer for major brands across multiple niches. She now focuses on the iGaming and sports betting industries.
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