Aristocrat Interactive partners with DirectBe to launch Betfusion and Playwins in the UK

Key Points: 

– Deal involves Aristocrat Interactive’s White Label solution 

– Betfusion already live, with Playwins to follow, in the UK 

– Pair have plans for other regulated markets beyond the UK 

Aristocrat Interactive has agreed a deal with marketing specialist DirectBe involving the full launch of two new iGaming brands in the UK 

Betfusion and Playwins will make their full launch in the UK thanks to Aristocrat Interactive’s iGaming white-label solution, with DirectBe having plans to launch in other regulated markets through Aristocrat’s online Real Money Gaming (RMG) division in the future. 

Betfusion is already live, incorporating Player Account Managment (PAM), a full sportsbook and all managed services. Playwins will undertake its launch in mid-November. 

DirectBe CEO Hossein Ebrahimi said: “Aristocrat Interactive is a powerhouse in the iGaming industry and it’s fantastic to be able to launch two new ambitious brands using their complete iGaming & Sports-focused iGaming White-Label solution.  

“We look forward to both brands going live for the first time and expect that players will react very positively to the range of engagement opportunities they are presented with.”   

Aristocrat Interactive iGaming White-Label Managing Director Jonathan Chilton added: “This relationship aligns with our strategic vision of further enhancing Aristocrat Interactive’s presence within the major UK market.

“We firmly believe our cutting-edge technology and top-tier sportsbook will help both DirectBe brands succeed, providing their customers with an unparalleled digital experience.”   

Last month, Aristocrat Interactive also helped in introducing Digital Knights’ new iGaming brand, TangoBet, targeting both the UK and RMG markets. 

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Ciaran McLoughlin

Gambling Writer

Ciarán McLoughlin is a writer for Gambling Insider (and Gaming America), based in London, UK.
With a strong background in both sports and gambling journalism, Ciarán covers a wide array of industry topics — from regulatory shifts and market developments to operator news and sector analysis — delivering timely and informed content for a professional B2B audience.
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