Aristocrat Interactive: "The connection between our land-based and online offerings creates new opportunities for omnichannel experiences"

Yogonet sat down with Thomas Castleberry, Vice President of Commercial, iGaming and Sports at Aristocrat Interactive, during G2E 2024 in Las Vegas to discuss the company's latest developments in the interactive space.

Aristocrat Interactive, launched by Aristocrat in June this year following the integration of the Anaxi and NeoGames operations, represents the company’s push to become a leader in the technology solutions sector for online Real Money Gaming (RMG). Castleberry shared insights on the reception of the brand at the event, the company's progress since its launch, and upcoming plans.

This is the first time Aristocrat Interactive is exhibiting at G2E. How has the show been so far? Has it met your expectations?

The show has exceeded my expectations. This is the first year we’re showcasing Aristocrat Interactive, which consolidates Aristocrat's former interactive brand Anaxi and NeoGames, following our recent acquisition.

We have a whole new set of tools, products, and people at the booth, which has generated a lot of excitement. I’d say it’s been a great experience in terms of excitement, fun, and the various activations happening here.

Given this is the first G2E for Aristocrat Interactive, how did the brand prepare for this debut?

The industry was excited to see that we consolidated several brands after the NeoGames acquisition. Aristocrat also had its own interactive brand, Anaxi, so combining these under the well-known Aristocrat name brought a lot of positive energy. It’s an exciting time for Aristocrat Interactive.

What were people approaching the booth most interested in learning about?

As we now offer a full suite of products, content was a major point of interest, whether for land-based or online gaming. People were eager to hear more about our iconic Aristocrat titles being brought online. 

There’s also been a lot of excitement about new products like retail sports kiosks, online sports, our PAM platform, content aggregation, and iGaming systems. These new tools have generated a lot of interest among operators.

Could you highlight any specific content that stood out this year?

The launch of Buffalo has been a huge highlight. It’s been extremely well received by operators and players alike. They love the sounds, the visuals, and the gameplay—it’s iconic and reminiscent of our land-based games, which adds to its appeal both online and on the casino floor.

Speaking of land-based gaming, how does Aristocrat Interactive connect with Aristocrat’s strong presence in the physical sector?

Aristocrat has a massive presence in land-based operations, and that resonates well with operators who also manage online gaming. When they hear and see our roadmaps of all of our iconic games coming online, it naturally leads to additional conversations and opportunities.

The connection between land-based and online offerings, like Buffalo, creates more opportunities for omnichannel experiences. Whether through simultaneous launches or other collaborations, there’s a huge potential for bridging the gap between land-based content and digital experiences.

Buffalo remains a staple in every casino and that now seeks to make that same impact online. What makes it so iconic?

Buffalo is a brand that has been around for years and resonates with players because of its math models, gameplay, and those iconic sights and sounds. The "Buffalo" chant can be heard across the casino floor, and it’s that recognition and connection that keeps players coming back.

Aristocrat Interactive has been making significant moves since its recent launch, going live with Play Alberta in Canada and Hard Rock in New Jersey, to name two launches. What are your thoughts on the brand’s progress in these first few months?

We’ve been steadily rolling out new content, and it’s been an amazing journey for me, having been with the company for eight years. Seeing how our interactive content resonates with both players and operators has been exciting. The last few months have been a great experience for us, and we’re looking forward to continuing this momentum.

Are there any specific markets you’re targeting for expansion in the coming months?

We’re evaluating several opportunities, especially in new jurisdictions in South America and Europe. In the U.S., we’re also expanding in tribal markets, offering the same technology platform we’ve built for regulated markets. We’ve developed a Class II product specifically for tribes, enabling them to offer iGaming on tribal lands.

Being held in Las Vegas, G2E draws a major audience of North American stakeholders. But were industry players from the international markets also interested in learning more about what the company offers?

Aristocrat Interactive, including NeoGames, has a strong international presence. The combination of international recognition and the Aristocrat brand resonates well both in North America and globally.