Major Australian gaming machines manufacturer and recent global iGaming competitor, Aristocrat Leisure Limited, recently announced the launch of Anaxi, its real-money gaming division.
This re-brand of its existing iGaming arm was detailed in a recent official press release. The Sydney-listed company explained that the initial division was created in February 2022, as a component of a larger initiative to increase its presence in the online gambling industry. The company added that the rebranding would further its “build and buy” growth approach.
This move follows Aristocrat’s recent acquisition of iGaming studio, Roxor Gaming, and a cross-patent licensing arrangement with International Game Technology (IGT). Mitchell Bowen, who has been selected to helm Anaxi as its CEO, commented on the new development, saying,
“We’re excited to announce Anaxi as the name of our emerging online real-money gaming business at Aristocrat Leisure Limited. 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 gaming globally.”
Aristocrat Leisure Limited further stated that Anaxi’s capabilities are currently on display at the Global Gaming Expo (G2E) in Las Vegas and that the iGaming subordinate will introduce its offering via a couple of major players in the US market before the year’s end.
Bowen’s statement continued,
“We are thrilled to be showcasing our new Anaxi brand at G2E in Las Vegas and invite our customers, partners and players to ‘experience Anaxi with us on the Aristocrat Gaming stand.”
Anaxi is Aristocrat’s third independent business unit, after the establishments of Aristocrat Gaming technologies and Pixel United, a mobile-focused publishing arm. The firm revealed that Anaxi will be “powered by the world’s greatest gaming content and the creativity of over 600 passionate people” as it aims to establish itself as “the most trusted name” in the global iGaming sphere.