On February 16, it was announced that sports betting behemoth BetMGM has formed a strategic partnership with Anaxi, the online Real Money Gaming business of Aristocrat.
BetMGM and Anaxi Executives Thrilled about the New Partnership
Cath Burns, Executive Vice President of Anaxi, expressed her excitement about the new collaboration: “We are thrilled to be collaborating with BetMGM as Anaxi reimagines the world’s greatest gaming content online. This is the first content release for Anaxi, and we look forward to continuing to innovate and create online gaming experiences that entertain our partners and players.”
Matt Prevost, BetMGM’s Chief Revenue Officer, expressed his delight about being the first operator in North America to offer Anaxi’s top-notch content, saying that this partnership aligns with BetMGM’s goal of making its online casino the best destination for players.
Anaxi, as an integral part of Aristocrat, has an impressive array of content, technology, and creative capabilities to offer. The global content studios and CXS team that make up the core of Anaxi’s talent pool provide essential support for the company’s connected experience, establishing a haven for players who can indulge in the thrill of real money gaming with an assurance of security and reliability.
Aristocrat’s Real Money Gaming Division Became Anaxi in October 2022
In October 2022, Aristocrat revealed that it had rebranded its online Real Money Gaming (RMG) division as Anaxi, which would form the third business unit of Aristocrat Group. The move was seen as the next step in Aristocrat’s growth strategy, which began earlier in the year when it created a dedicated online RMG unit.
Aristocrat said that the first regulated online casino product under the Anaxi brand in the US would go live by the end of 2022 in partnership with two major customers. In the meantime, Aristocrat was determined to continue expanding its online RMG offering, pursuing various opportunities, including mergers and acquisitions. Aristocrat delivered quickly on this promise with the acquisition of B2B online RMG supplier Roxor Gaming.
Aristocrat’s Anaxi received a substantial boost thanks to the acquisition of Roxor Gaming. The takeover provided Anaxi with access to Roxor’s content publishing technology and remote game server operations, which are now instrumental in advancing Anaxi’s operations and growth within the iGaming vertical. The acquisition was hailed as a vital component of the company’s long-term expansion strategy.
As part of its expansion strategy in the US, Aristocrat further signed a multi-year partnership deal with the NFL’s New England Patriots. This partnership would feature Aristocrat branding at the Patriots’ Gillette Stadium year-round, as well as in-game activations and promotions for the fans of the Patriots.