Aristocrat Leisure Limited has announced a new brand name for its recently launched Real Money Gaming (RMG) division – Anaxi.
Created in February 2022, the RMG division was developed in the wake of Aristocrat’s doomed bid to acquire UK online platform provider Playtech plc and represents a key part of its strategy to enter and grow in the RMG segment.
The company said this week that the Anaxi branding will support the execution of its “build and buy” growth strategy, including by helping the business continue to attract and retain online RMG talent and foster team culture.
“We’re excited to announce Anaxi as the name of our emerging online Real Money Gaming business at Aristocrat,” said Anaxi CEO, Mitchell Bowen.
“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 represents a third business unit within the Aristocrat Group alongside Aristocrat Gaming and mobile-first publishing business Pixel United.
The company recently announced an agreement to acquire B2B online RMG supplier Roxor Gaming as part of Anaxi’s growth strategy.
