Global banking monolith, JP Morgan has heaped public praise on Aristocrat Leisure Ltd, commenting on the provider’s efforts around environmental, social and governance (ESG) efforts, saying, “the areas of focus differ slightly to the traditional casino or wagering operators”.

In a recent memo, the financial giant stated,

“In addition to responsible-gambling player education, employee training and consumer disclosures, Aristocrat highlights ethical product design as having very high importance to stakeholders and high strategic impact on Aristocrat.”

The paper which is subtitled “It is not all bad news: Responsible Gaming” was created and released by JP Morgan’s Securities Australia Ltd analysis team, Don Carducci, Michael James, and Emily Macpherson.

The document pointed out that the Aristocrat takes extensive measures to ensure that its games are free from unfair influences and practices.

JP Morgan further elaborated that it is particularly enthusiastic about Aristocrat’s digital wallet trial that is currently running in New South Wales. The trial is reportedly being conducted in partnership with government and state regulators to determine how best to combat the prevalence of gambling harm.

The new digital wallet facility is suited for both gaming and non-gaming use, allowing users to set limits for session time, frequency of play, spend and bet size, and more. Aristocrat’s technology also allows players to self-exclude from gaming venues via the wallet app, and also facilitates intervention by the venue’s staff where needed.

Expansive Developments

Aristocrat recently launched its rebranded iGaming division, Anaxi. The provider intends to use this subsidiary to extend its reach into the international online gambling market. Anaxi is the provider’s third business unit, joining Aristocrat Gaming, and the mobile-focused Pixel United.

At the time, the company stated that Anaxi’s fresh branding would further its “build and buy” growth strategy, allowing it to attract top talent from the RMG segment.​

Aristocrat Gaming’s huge booth at the G2E conference in Las Vegas offered a blend of old and new pokies, but the drawcard for many visitors to the showcase was a giant NFL helmet that contained the provider’s brand-new NFL Experience.

This startling installation served to introduce the spoils of Aristocrat’s recent deal with the NFL. The agreement gives the company exclusive licensing rights for NFL-themed land-based pokies. Aristocrat now also has the power to negotiate individual sponsorship deals with teams in the league.

Kickoff

Aristocrat’s CFO, Mark Wadley, advised that the company would likely start distributing NFL-branded pokies during the 2023 NFL season. Following the announcement, Aristocrat has already cemented partnerships with the New England Patriots to use the team’s insignia on pokies and introduce its branding to Gillette Stadium.

“We thought that as a leader in innovation, this made sense. We have licenses for some very popular games like Tarzan and Game of Thrones, and now the largest sports brand,” Wadley said.

Aristocrat will be able to deploy the machines anywhere in any of its partner casinos but would likely be positioned near team-affiliated sports bars or sportsbook areas.

Big Moves

Aristocrat has recently nominated a well-known figure as a Non-Executive Director of the company, pending regulatory approvals.

Bill G. Lance Jnr is a Native American Tribal leader and holds the honour of being the longest-serving Secretary of Commerce in the Chickasaw Nation’s history. This role saw him assume responsibility for 7000 employees and various gambling, hospitality, and retail operations for the Oklahoma-based tribe.

A statement from the company read,

“Upon stepping down as Secretary of Commerce, Mr Lance was given the honorary title of the Chickasaw Nation’s Secretary of State as part of a planned succession. In this role, Mr Lance continues to represent the Nation on multiple Tribal and other national and state level organisations across the United States, such as on the executive committees of the American Gaming Association and Greater Oklahoma City Chamber.”​

Aristocrat’s iconic Buffalo pokie machine series has gained an exciting new enhancement that could take your winnings to a whole new level. The freshly integrated “Gamble” button in the new Buffalo Gamble game gives you the opportunity to double an even quadruple all your wins.

After a winning spin, select the black or red button to try and predict what suit the face-down card will win. If you pick the right colour, you will double your win. If you’re feeling extra-lucky, you can repeat the process and if you’re right the second time, your win will be multiplied by 4. Remember that if you guess wrong either time, your win amount drops to zero.

The new machine also features classic Buffalo free spins where standard wild symbols transform into multiplier wilds for a brilliant winning boost.

Latest Arrivals

Buffalo Gamble is the latest Buffalo pokie to be released by Aristocrat and follows a line of successful releases including Buffalo Instant Hit, Buffalo Grand, Buffalo High Limit, and Buffalo Gold Revolution.

The pokie manufacturer has been consistently adding to its selection of gaming options. Earlier in the month, Aristocrat debuted its Lightning Dollar Link game collection, introducing four new titles, Checkered Flag, Chica Bonita, Kung Fu Master, and Corrida de Toros.

The Hold & Spin feature includes new symbols that give you the chance to claim a progressive jackpot prize up to three times from a single Hold & Spin symbol.

Checkered Flag and Chica Bonita offer a Hold & Spin bonus and free spins with a symbol reveal mechanic. Kung Fu Master and Corrida de Toros deliver bonus rounds that feature free spins with Twin Spin reels.​