Aristocrat Leisure has rebranded its online real money gaming division to Anaxi to support its “build and buy” growth strategy.
Launched back in February, Aristocrat explained that the rebranding will help the online RMG business “continue to attract and retain great online RMG talent, and foster team culture”.
“We’re excited to announce Anaxi as the name of our emerging online Real Money Gaming business at Aristocrat,” commented Mitchell Bowen, CEO of Anaxi.
“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.”
Anaxi noted that, before the end of the year, it will launch its first regulated igaming products with two major US customers.
The rebranding comes alongside Aristocrat’s recent agreement to acquire online RMG supplier Roxor Gaming.