Aristocrat is bolstering operations with the launch of its Interactive business segment.
The Australian gaming giant has launched Aristocrat Interactive, a new go-to-market business structure that will bring its Anaxi and NeoGames brands under one roof.
Aristocrat aims to provide customers with customizable and enhanced user experiences while collaborating with some of the world’s largest gaming companies.
“We are excited to reach this next milestone in our journey to be the global leader in digital gaming experiences,” said Aristocrat Interactive CEO Moti Malul. “With the launch of Aristocrat Interactive, we believe we are uniquely positioned to spearhead a new era of connected experiences.”
The segment serves as a one-stop shop for content, proprietary technology, and solutions for iLottery and iGaming with five go-to-market businesses. The businesses are iLottery, Content & Aggregation, Gaming Systems, iGaming & Sports, and iGaming White-Label.
Each business is led by its own Managing Director, who will help deliver Aristocrat products across the industry. Chris Shaban will lead the iLottery business while Adrian Bailey will serve as Managing Director of Content & Aggregation. Gaming Systems will be led by Neil Crossan with Dima Reiderman overseeing Aristocrat’s iGaming & Sports business.
Jonathan Chilton has been enlisted as Managing Director of iGaming White-Label.
The merger of Aristocrat’s brands also includes Aspire Global, BtoBet, and Pariplay. Aristocrat will launch a new website for its Interactive business on Sept. 1.
Aristocrat grows NeoGames
Aristocrat is changing its structure amid NeoGames’ recent approval to provide the New Hampshire Lottery Commission with iLottery solutions. The seven-year agreement, which begins July 1, sees NeoGames deliver content from Wizard Games and its player account management system. It will also deploy its central gaming system.
Aristocrat acquired NeoGames in April in an all-cash deal valued at roughly $1.2 billion. NeoGames has been licensed for iLottery operations in New Hampshire since 2018.
