On Monday, Aristocrat rebranded its igaming division to Anaxi and announced its intentions to launch its first products by the end of 2022.
Aristocrat announced the creation of a dedicated igaming business in February 2022, to sit alongside Aristocrat Gaming and the Pixel United mobile-first publishing business.
Anaxi employees, a mix of new and old to Aristocrat, presented the brand at the Global Gaming Expo, visible in the company’s booth and on branded polo shirts worn by those attending the show. The company says the fresh branding will “support the execution of Anaxi’s ‘build and buy’ growth strategy” and help the company attract and retain talent in the burgeoning division.
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.”
Anaxi’s first regulated igaming products will launch with two major customers in the U.S. by the end of calendar year 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.