Aristocrat unveils online brand, sees U.S. launch this year

Content Team 12 months ago
Aristocrat unveils online brand, sees U.S. launch this year

Aristocrat Leisure has rebranded its newly launched real money gaming unit as Anaxi as it seeks to expand in the online space.

The company launched its long-awaited real money online business in February this year, lagging many of its peers amongst land-based suppliers in entering the vertical. It expects to go live with its first games in the U.S. with two major customers by the end of this year. 

Aristocrat said fresh branding will support the execution of Anaxi’s ‘build and buy’ growth strategy, including by helping the business continue to attract and retain great online RMG talent, and foster team culture. 

The launch of the new brand follows Aristocrat’s recent announcement that it is buying B2B online supplier Roxor Gaming.

Aristocrat online ambitions

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.” 

Anaxi is a third business unit within Aristocrat Group sitting alongside Aristocrat Gaming and the Pixel United mobile-first publishing business. 

Announcing the group’s interim results to end March earlier this year, CEO Trevor Coker said Aristocrat was aiming to be a global leader in online gaming. 

The group reported normalised profit after tax and before amortisation of acquired intangibles (NPATA) of $580 million, up  41 percent in reported terms, and 37 percent in constant currency, compared to the prior corresponding period.


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