Aristocrat Leisure has rebranded its online Real Money Gaming (RMG) division, introducing the Anaxi name and brand, which was first launched in February 2022.
The company believes the new branding will support the execution of Anaxi’s ‘build and buy’ growth strategy. It's also assumed that this could help the business attract and retain great online RMG talent, and foster a team culture.
Anaxi CEO Mitchell Bowen commented: "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 toward becoming the most trusted name in online RMG globally."
Anaxi is expected to launch its first regulated iGaming products with two US customers by the end of 2022. The launch of the rebrand came shortly after Aristocrat's agreement to acquire B2B online RMG supplier Roxor Gaming.
Bowen continued: "We are thrilled to be showcasing our new Anaxi brand at G2E Las Vegas and invite our customers, partners and players to ‘Experience Anaxi’ with us on the Aristocrat Gaming stand."
With the launch of Anaxi, the Aristocrat Group boasts three business units which include Aristocrat Gaming and the Pixel United mobile-first publishing business.
Aristocrat Leisure Limited, founded in 1984, is a global gaming content and technology company and mobile games publisher. The company has over 7,000 employees in over 20 locations worldwide.
Aristocrat's products are approved for use in over 300 licensed jurisdictions and are available in over 100 countries.
