Aristocrat Leisure Limited, the Australian developer of slot machines for land-based casinos and digital games for online casinos, has announced that its online division will operate under a separate brand from now on.
The chosen brand is “Anaxi”, and it will comprise the entire online real-money gaming division of Aristocrat Leisure Limited. The division launched in February 2022, becoming the third operating business for the company alongside Aristocrat Gaming, the slot-machine manufacturing arm, and Pixel United, the mobile-first publishing business.
The move came after the Australian company failed in its attempt to acquire Playtech, the online gambling technology giant. Aristocrat made an offer worth 2.7 billion pounds for the company at the end of 2021 but the deal fell through in February 2022, when the Playtech shareholders rejected the takeover bid because they felt a better price per share could have been obtained.
That didn’t stop Aristocrat Leisure Limited as the company set an ambitious goal for the future: becoming “the world’s leading online gambling platform.” The Australian company also continued to pursue acquisition opportunities and last week it announced that it will buy Roxor Gaming, an iGaming content supplier based in the United Kingdom.