Aristocrat Leisure Limited has rebranded its online Real Money Gaming (RMG) division as Anaxi.
Aristocrat announced the creation of a dedicated online RMG business in February 2022, as part of its strategy to enter and grow in this important Gaming adjacency.
Fresh branding will support the execution of Anaxi’s “build and buy” growth strategy, including by helping the business continue to attract and retain great online RMG talent, and foster team culture.
Anaxi Chief Executive Officer Mitchell Bowen said: “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 towards becoming the most trusted name in online RMG globally.
“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.”
Anaxi’s first regulated iGaming products will launch with two major customers in the US by the end of 2022. The launch of the Anaxi brand comes on the heels of Aristocrat’s agreement to acquire B2B online RMG supplier Roxor Gaming, as part of Anaxi’s growth strategy.
Anaxi is a third business unit within Aristocrat Group sitting alongside Aristocrat Gaming and the Pixel United mobile-first publishing business.