Aristocrat Leisure has rebranded its online real money gaming (RMG) segment, introducing the Anaxi name and online casino brand.
The social gaming company first launched a dedicated online RMG division in February 2022 as part of its strategy to enter and grow this essential division.
According to the company’s press release issued on Monday, the new branding will support the execution of Anaxi’s “build and buy” growth strategy. It will also help the business continue to attract and retain great online RMG talent, as well as foster team culture.
This move came after Aristocrat tried to acquire online gambling technology giant Playtech but failed to secure shareholder backing. Soon after, the company said it would continue to pursue online opportunities.
As announced, Anaxi’s first regulated online casino products will launch with two major US customers at the end of calendar 2022.
Anaxi is the new name of Aristocrat’s RMG business
Anaxi is a third business unit within Aristocrat Group, together with Aristocrat Gaming and the Pixel United mobile games-focused business.
Anaxi’s CEO, 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 toward 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.”
It’s all part of the growth strategy
The launch of the Anaxi brand comes on the heels of Aristocrat’s deal to buy B2B online RMG supplier Roxor Gaming as part of Anaxi’s growth strategy.
Aristocrat inked a deal to acquire a UK-based supplier in September with the aim to expand Roxor’s presence in North America after its launch in New Jersey.
Previous in-house studio and product team of the Gamesys Group, Roxor was founded in 2019 by former Gamesys’ co-founder and chairman Noel Hayden.
When Roxor became part of Aristocrat, Hayden shared his point of view:
“I am delighted to see this deal signed as I feel it brings together two great companies that complement each other perfectly. Roxor holds a very important place in my heart as the team and the games we have built, have delivered so much to so many over the last twenty years. I couldn’t be more excited for Roxor Gaming and the road ahead.”
After separating from Gamesys in 2019, Roxor has significantly invested in its content portfolio, responsible gambling and platform technology, and retention-focused gaming ecosystem.