Aristocratic hobbies renamed its real money online game (RMG) segmentintroducing the Anaxi online casino name and brand.
The social gaming company first launched a dedicated online RMG division in February 2022 as part of its entry and growth strategy in this essential division.
According to the company’s press release on Monday, the new branding will support the execution of Anaxi’s “build and buy” growth strategy. It will also help the company continue to attract and retain great RMG talent online, as well as foster team culture.
The move came after Aristocrat attempted to acquire the online gambling tech giant playtech but failed to garner shareholder support. Shortly after, the company said it would continue to seek opportunities online.
As announced, Anaxi’s first regulated online casino products will launch with two major US customers at the end of calendar year 2022.
Anaxi is Aristocrat’s new RMG company name
Anaxi is the third business unit of Aristocrat Group, with aristocrat game and Pixel United company focused on mobile games.
CEO of Anaxi, Michael Bowen said:
“We are thrilled to announce Anaxi as the name of our emerging real-money online gaming business at Aristocrat.
We look forward to working with our partners as Anaxi reimagines the world’s greatest online gaming content and begins our journey to become the most trusted name in online RMGs globally.
We’re excited to showcase our new Anaxi brand at G2E Las Vegas and invite our customers, partners and players to “Discover Anaxi” with us at the Aristocrat Gaming booth.
It’s all part of the growth strategy
Anaxi brand launch follows Aristocrat’s deal to buy B2B online provider RMG Roxor Gaming as part of Anaxi’s growth strategy.
Aristocrat signed an agreement to acquire a UK-based supplier in September with the aim of expanding Roxor’s presence in North America following its launch in New Jersey.
Former in-house studio and product team of Gamesys GroupRoxor was founded in 2019 by the former co-founder and president of Gamesys Noel Hayden.
When Roxor became a member of Aristocrat, Hayden shared his perspective:
“I am delighted to see this agreement signed as I believe it brings together two great companies that complement each other perfectly. Roxor holds a very special place in my heart because the team and the games we’ve built have meant so much to so many people over the past twenty years. I couldn’t be more excited for Roxor Gaming and the road ahead.
After parting ways with Gamesys in 2019, Roxor has made significant investments in its content portfolio, responsible gaming and platform technology, and retention-focused gaming ecosystem.