Aristocrat, the global gaming giant headquartered in Australia, has officially introduced its latest business endeavor, Aristocrat Interactive, marking the integration of Anaxi and NeoGames into a unified global entity. This strategic move is designed to streamline operations and bolster Aristocrat’s position in the digital gaming market.
Aristocrat Interactive will comprise five distinct divisions: iLottery, Content & Aggregation, Gaming Systems, iGaming & Sports, and iGaming White-Label. Each division will focus on a specific segment of the digital gaming and lottery markets under the guidance of newly appointed managing directors, according to the official announcement investor presentation released by the company.
The iLottery division, overseen by Managing Director Chris Shaban, assists governments in migrating their lottery operations to digital platforms. The division offers comprehensive solutions encompassing platform development, operational support, content, and marketing. Presently, Aristocrat Interactive services 28 global lottery clients.
Adrian Bailey, the Managing Director of the Content & Aggregation unit, will combine content aggregation services with innovative products such as the Fusion aggregation platform and the Ignite Studio development program. This division aims to enhance the content delivery mechanisms for Aristocrat Interactive.
Neil Crossan, as the Managing Director of the Gaming Systems division, will lead efforts to provide land-based casino operators with advanced technologies. These solutions are intended to improve operational efficiency and enhance player experiences through robust casino management systems.
The iGaming & Sports division, managed by Dima Reiderman, offers a customizable suite of content and technology products tailored for online gaming and sports betting operators. This division focuses on delivering high-quality online gaming experiences and sports betting solutions.
Finally, the iGaming White-Label division, headed by Managing Director Jonathan Chilton, provides complete front-end and back-end services to independent casino and sportsbook operators. The goal of this division is to facilitate a smooth entry into the real money gaming (RMG) business with comprehensive support packages.
CEO of Aristocrat Interactive, Moti Malul, expressed enthusiasm about the new development: “We are excited to reach this next milestone in our journey to be the global leader in digital gaming experiences. With the launch of Aristocrat Interactive, we believe we are uniquely positioned to spearhead a new era of connected experiences. With our integration of world-class content, cutting-edge technology, and service offerings, we are focused on offering a new standard of excellence for our valued customers. We are excited to unite our global teams and deliver innovative solutions that will delight players and empower operators around the world.”
A Billion-Dollar Acquisition
The inception of Aristocrat Interactive follows Aristocrat Leisure Limited’s $1.2 billion acquisition of NeoGames in April 2024. The acquisition, valued at $29.50 per share, received the backing of the majority of NeoGames’ shareholders. This strategic acquisition began in May 2023 when Aristocrat Leisure announced its intent to purchase NeoGames, a renowned technology and platform provider for online real money gaming operations. NeoGames was well-known in the industry for its significant contributions to online sports betting technology, iGaming, and iLottery operations.
At the time of the acquisition announcement on May 12, 2023, NeoGames shares were valued at 104% lower than Aristocrat Leisure’s offering. The acquisition deal included NeoGames’ statutory seat, registered office, and central administration. Aristocrat also disclosed plans to merge NeoGames with Anaxi, a wholly-owned subsidiary, and relocate the merged entity to the Cayman Islands.
The move followed a failed attempt from Aristocrat to purchase Playtech, another gaming giant, in 2021. The Australian company offered 1.3 billion dollars for the iGaming supplier but the bid was eventually rejected by the majority of Playtech shareholders.
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