The second-largest slot machine manufacturer has opened a new online division as Australian Aristocrat iGaming rebrands to Anaxi! (Image from Kellie Jane on pexels.com)
The Australian gambling firm Aristocrat, headquartered in Sydney, announced that it will rebrand its online gambling division. Its new real money online gaming portfolio will fall under the brand name Anaxi.
It is a move that separates the company’s offline retail and land-based casino operations from its online gambling interests. The company is using a ‘build and buy’ strategy to grow its online presence worldwide. Despite the looming global recession, iGaming still shows strong growth across multiple verticals.
As the move entails ‘online real money gambling’ – abbreviated by Aristocrat as its RMG division. The move will likely mean we will see video slots from the developer now show up at online casinos as Anaxi. However, Aristocrat also has game titles in land-based casinos. In fact, it is the second largest slot machine manufacturer in the world just trailing behind International Game Technology (IGT).
Its slot machines use multi-selection game cabinets, which are the new trend as mechanical reel and single-screen slots in brick-and-mortar casinos are being phased out. Of course, the use of cabinets with 10, 20 or 30 games makes far more effective use of floor space in a physical real-money gambling environment. Whether Aristocrat video slots in land-based venues retail will also change to Anaxi is not clear but time will tell.
It could be we see video slots with the same title online as Anaxi and offline as Aristocrat. However, I would be surprised if this is the case. Having a real money gaming brand with the same name in both internet and land-based environments would attract online casino players visiting brick-and-mortar gambling venues to the same brand, and vice versa. However, it could be the company is relying on the reputation of the ‘slot title’ itself rather than the brand.
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.” – read the full report here.
Aristocrat Leisure Limited (ASX: ALL)
This is the company that was behind the original push to purchase the London Stock Exchange (LSE) iGaming super brand Playtech. However, the deal fell through due to operational concerns – some of which were due to the availability of Playtech services in unregulated markets.
Currently, Aristocrat Leisure Limited is the group that is at the top end of the business structure Aristocrat Gaming and Anaxi operate. It trades under the ticker (ASX: ALL) on the Australian Stock Exchange (ASE). Like many other companies floated on stock exchanges globally, its share prices are falling. Stocks began the year at 43.57 AUD and today are currently priced at 35.49 AUD. In 2022, the yearly low was 30.58 AUD. These are mostly the effects of post covid on land-based what is largely a land-based focused gambling company.
With Anaxi now in place, Aristocrat Leisure Limited now has three brands under its wing. Pixel United mobile, Aristocrat Gaming, and Anaxi. The company can now regroup and focus on building its land-based and online gambling operations as two separate businesses. And with Covid now behind us, the next step is to get through the up-and-coming economic recession which is already beginning to show its effects across the globe. Once the company reaches the other side of Covid (now by and large passed) + Recession, the firm should have a strong foothold in both online and offline gambling markets.
Fan of iGaming from Australia? We have a list of online casinos for Australians here. Many of them accept Australian Dollars (AUD) and/or cryptocurrencies. You can play slots and table games from top iGaming brands like Anaxi/Aristocrat, Playtech, Play’n GO, Wazdan, BGaming and more!
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