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Aristocrat rebrands online RMG arm to Anaxi, aiming to "reimagine content"

Aristocrat has rebranded its digital Real Money Gaming (RMG) arm to Anaxi.

Anaxi

Aristocrat is one of the biggest companies in the gambling industry, as per its market capitalisation, and has won numerous Global Gaming Awards for its land-based business.

Focusing here on its online division, however, Anaxi CEO Mitchell Bowen said of the rebrand: “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.

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

In February, Aristocrat created the RMG division of its company, with Anaxi now aiming to launch its new iGaming products in the US by the end of 2022.

The news comes after Aristocrat announced a deal to buy UK-based iGaming supplier Roxor Gaming last month – with the aim to expand Roxor’s presence in North America, following its launch in New Jersey.

Noel Hayden, Executive Chairman, Roxor Gaming Board, said of the deal: “I am delighted to see this deal signed, as I feel it brings together two great companies that complement each other perfectly.

“Roxor holds a very important place in my heart, as the team and the games we have built have delivered so much to so many over the last 20 years. I couldn’t be more excited for Roxor Gaming and the road ahead.”

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