Aristocrat's real money gaming division rebrands as Anaxi

Aristocrat Gaming announced on Monday that its online Real Money Gaming (RMG) division has rebranded to Anaxi. The company said that the move will "support the execution of Anaxi’s 'build and buy' growth strategy, including helping the business continue to attract and retain great online RMG talent and foster team culture."

Mitchell Bowen

Anaxi Chief Executive Officer, Mitchell Bowen said: "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," he added.

Aristocrat announced the creation of a dedicated online RMG business in February this year, as part of its strategy to enter and grow "in this important Gaming adjacency." Anaxi’s first regulated iGaming products will launch with two major customers in the US by the end of calendar 2022.

The launch of the Anaxi brand comes on the heels of Aristocrat’s agreement to acquire B2B online RMG supplier Roxor Gaming, as part of Anaxi’s growth strategy. Anaxi is a third business unit within Aristocrat sitting alongside Aristocrat Gaming and the Pixel United mobile-first publishing business.