Australian gaming machines and iGaming innovator Aristocrat Leisure Limited has announced that its real-money gaming division has been completely rebranded under the Anaxi moniker.

The Sydney-listed firm used an official Monday press release to detail that it established a bespoke online random number generator-based games arm in February as part of a wider campaign to grow its presence within this important vertical. The company also stated that the new rebranding is now destined to help this subordinate execute its ‘build and buy’ growth strategy while simultaneously assisting in the recruitment and retention of talented individuals.

Contemporary coups:

Aristocrat Leisure Limited only last month inked a deal to acquire British business-to-business online casino games developer Roxor Gaming Limited some five months after agreeing a cross-patent licensing arrangement with prominent iGaming innovator International Game Technology (IGT). The Australian company disclosed that Mitchell Bowen will now lead its new-look Anaxi arm as Chief Executive Officer with the rebranding additionally destined to allow the enterprise to ‘foster team culture.

Read a statement from Bowen…

“We’re excited to announce Anaxi as the name of our emerging online real-money gaming business at Aristocrat Leisure Limited. 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 globally.”

American aim:

Aristocrat Leisure Limited asserted that that its Anaxi subordinate is currently showcasing all of its wares at the ongoing Global Gaming Expo (G2E) in Las Vegas and has plans to launch an inaugural iGaming product with a pair of ‘major customers in the United States’ before the end of the year.

Bowen’s statement read…

“We are thrilled to be showcasing our new Anaxi brand at G2E in Las Vegas and invite our customers, partners and players to ‘experience Anaxi’ with us on the Aristocrat Gaming stand.”

Talented trio:

Aristocrat Leisure Limited revealed that Anaxi is its third independent business unit following the earlier establishments of its Aristocrat Gaming technologies subordinate and its Pixel United mobile-focused publishing arm. The parent pronounced that this latest subsidiary is to be ‘powered by the world’s greatest gaming content and the creativity of over 600 passionate people’ in hopes of becoming ‘the most trusted name’ in the global online gaming market.

Significant spread:

Sydney-headquartered Aristocrat Leisure Limited began the year by completing the separate purchases of the mobile-facing Playsoft and Futureplay social games studios. The company noted at the time that these acquisitions would allow it to further expand a corporate offering that had already encompassed a diverse range of electronic gaming machines, casino management systems and free-play mobile games.