As it seeks to expand its igaming offerings to United Kingdom operators, Aristocrat Interactive will launch two brands in the country through a partnership with marketing specialist DirectBe.
Betfusion is now live, while Playwins is set to launch in November.
“Aristocrat Interactive is a powerhouse in the igaming industry and it’s fantastic to be able to launch two new ambitious brands using their complete igaming and sports-focused igaming white-label solution,” Hossein Ebrahimi, CEO of DirectBe, said in a press release. “We look forward to both brands going live for the first time and expect that players will react very positively to the range of engagement opportunities they are presented with.”
Both platforms are facilitated by Aristocrat’s white-label offering, which includes customer support, digital wallets and more, and is led by Managing Director Jonathan Chilton.
The companies plan to expand their partnership into other regulated markets in the future.
“This relationship aligns with our strategic vision of further enhancing Aristocrat Interactive’s presence within the major UK market,” Chilton said in the release. “We firmly believe our cutting-edge technology and top-tier sportsbook will help both DirectBe brands succeed, providing their customers with an unparalleled digital experience.”
Aristocrat Interactive launched this summer, bringing together the operations of NeoGames and Anaxi.
