Launched in February this year, Anaxi operates as a third business unit within Aristocrat Group, sitting alongside Aristocrat Gaming and the Pixel United mobile-first publishing business.
This came after Aristocrat attempted to acquire online gambling technology giant Playtech, only for shareholders to reject the deal. Following this, the business said it would continue to pursue online opportunities.
New branding will support the launch of Anaxi’s ‘build and buy’ growth strategy, including helping the business attract and retain online RMG talent to develop new igaming content.
Anaxi’s first igaming products will go live with two major customers in the US by the end of the year.
“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 chief executive Mitchell Bowen said.
The rebrand comes after Aristocrat last month agreed a deal to acquire UK-based igaming content supplier Roxor Gaming.
Founded in 2019 by former Gamesys chairman and co-founder Noel Hayden, Roxor Gaming previously operated as the in-house studio and product team of Gamesys Group. Since its independent launch, Roxor Gaming has rolled out content in the US state of New Jersey and has plans to expand further in North America, as well as in the UK.
The acquisition is expected to complete in the first quarter of the 2023 calendar year.
Original article: https://igamingbusiness.com/strategy/management/aristocrat-leisure-rebrands-online-division-as-anaxi/
