At the beginning of this year, the international gambling corporation Aristocrat completed the acquisition of the Roxor Gaming company. That added brand became a solid foundation and a progressive driver of the provider’s Anaxi online RMG division.
After the Roxor acquisition, Aristocrat’s team gained invaluable technologies, IP and brands. The grand manufacturer aimed to successfully dive into the web amusement sphere and searched for a reliable partner to achieve the goal. That resulted in powering the 2022-launched Anaxi with Roxor’s progressive tools and systems.
One of Aristocrat’s main purposes now is adapting ground slot machines to the digital space. Mr Morris said that it is creative work, which requires various skills and lots of effort. The expert is certain that this process is not only tech “porting” but more like adaptation and an imaginative craft. The fact that Anaxi cooperates with internal studios helps a lot in this way.
The RMG division has already launched several ground games on the Web, such as:
The online versions of the physical entertainment machines are very popular in different regions. For instance, they are especially beneficial in the US, where iGaming is not so developed yet and players prefer to choose something familiar from the land-based niche.
Anaxi’s representative also added that there are a lot of US operators out there who buy the web editions of the ground slots which were removed from their gaming floors. Such an approach caters to the gamblers’ craving for pleasant nostalgia.
Before the Roxor acquisition, Aristocrat’s experts tried to strengthen their digital possibilities with another world-renowned brand — Playtech. However, the deal was closed by the potential associate’s stakeholders, so the gaming companies did not unite.
The change of an online-oriented partner was not a loss for Aristocrat, though. While Playtech has a wide range of solutions and services, Roxor offers a focused skill set.
Thanks to the acquired brand, Anaxi sealed a lot of deals with premium brands, such as:
The web branch’s slots enter the American markets of Michigan, New Jersey, etc. Also, the content is popular in some European countries, such as the UK and Spain. Mr Morris mentioned that their key goal is to create amusing offerings and add more value for gamblers.
In its RMG products, the brand provides free spins, jackpot offerings, and other engagement-driving elements that are powered by user data. Soon, this ecosystem will be expanded and improved even further.
Josh Morris highlighted that Anaxi can unite the following niches:
The representative also said that such a blend opened a vast array of business opportunities. The team combines the knowledge from creating successful solutions with Aristocrat’s intellectual property and brands. To unite the niches, the specialists utilise gamification tools, loyalty programs, jackpot inclusions, and much more.
Mr Morris specified that the general goal is to provide and upgrade entertainment for the end users, ensuring its smoothness across different channels. The strategy can bring benefits to all the parties — gamblers, associates and Anaxi itself.
The brand’s ecosystem promises to change even more soon as Aristocrat moves towards closing the $1.20 billion agreement with NeoGames. The сompletion of all procedures is expected at the end of the 2024 FY.
The new partner provides access to more internet niches, such as:
Aristocrat’s management aims to establish digital dominance in the gambling segment. They are set to create a full-cycle distribution network, characterised by strong connections with customers.
For now, Anaxi’s representatives do not disclose the details about ways of interaction with NeoGames and its brands. Those will be revealed only after the official end of the acquisition process.
However, the SVP named the main current goals for his division:
Thanks to Anaxi’s operations, Aristocrat established a solid online revenue flow. The grand corporation also proceeds with proving its build-and-buy approach can win over in the B2B gambling segment.
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