Business Deal Alert: Aristocrat’s Anaxi Teams Up With Caesar’s Sportsbook & Casino
Caesars Sportsbook & Casino is getting a new lease on life with Aristocrat’s Anaxi division. The company originally launched the Anaxi brand at G2E in October 2022 as a luxury gambling experience. Through their joint venture; Caesars will enjoy a wide range of iCasino products and introduce Aristocrat’s range of online Real Money Gaming titles to its players throughout 2023.
The Anaxi catalogue boasts an impressive range of digital and mobile products related to the iGaming Industry. However, it is most well-known for its Customer Experience Solutions (Cxs), which aims to level up customers’ gaming experiences by allowing them to connect to the casino floor seamlessly from their mobile devices.
This business deal means that customers of Caesars Sportsbook & Casino based in North America will have access to the extensive library of titles provided by Aristocrat games. This includes its vast selection of different casino games with no deposit bonuses for Canadian players as well as many other offers.
North American Presence
The news of Caesars Sportsbook & Casino’s new partnership with Anaxi comes after the company has continued to expand its prominent North American presence, forming an alliance with Bragg Gaming Group in New Jersey, continuing the company’s efforts to bring more worthwhile content to its players.
Caesars also managed to lock down a deal with Everi Digital, securing content by the group’s Spark remote gaming server; which houses an iGaming roster that includes Triple Jackpot Gems, Crystal Star and Black Diamond. Through this new venture, Caesars also gained access to a range of soon-to-be-released titles; such as Gold Standard Jackpots, Lightning Zap, and the Super Jackpot series.
Last year, Caesars also made a splash in New York by linking up with Buffalo Bills; making them the official mobile sports betting partner of the NFL franchise for the foreseeable future. This marked a major move for the sportsbook and online casino as they were among the first sports betting operators to approved by the New York State Gaming Commission to launch mobile sports wagering in the Empire State.
Through this deal, Caesars has gained access to significant sponsorship assets, custom fan experience; and exclusive naming rights to a new sportsbook-style pre-premium club lounge at Highmark Stadium.
Caesars North American takeover does not stop there, they also recently inked a deal with NeoGames-owned Pariplay; introducing a range of feature-rich slots from Pariplay’s in-house studio Wizard Games. Pariplay also lined up further US-based content for Caesars from its Ignite partners and third-party vendors.
Anaxi Division Expansion
In the wake of the collapse of its attempted acquisition of industry giant Playtech, Aristocrat made the decision to create a dedicated online RMG business based on a ‘build and buy’ approach to scaling in the sector.
Founded in 2022, Anaxi became the third business unit of the Aristocrat Group; focusing on providing consumers with innovative and entertaining real-money games. The move reflected the company’s vision to continue to seek out opportunities for mergers and acquisitions. In fact, the launch was quickly followed by the acquisition of Roxor Gaming; providing content publishing technology as well as remote game server operations.
As Anaxi has continued to expand its growth within the iGaming vertical; Aristocrat secured a multi-year contract with the NFL’s New England Patriots to expand its brand reach. The company also managed to land a strategic partnership with sports betting giant BetMGM.
What to Expect
Aristocrat has experienced a great start to the 2023 financial year, with gaming performing particularly well in North America. Aristocrat Leisure chief executive Trevor Croker has stated that the company is well-positioned to handle the elevated inflation; and high-interest rates, as well as the evolution of the supply chains brought about by the global economic crisis.
Additionally, Anaxi is set to launch in the first quarter; the first-of-its-kind mobile on-premises solution for a tribal gaming operator; with the offering due to go live with the Chickasaw Nation in Oklahoma.
As Aristocrat continues to push the boundaries of innovation; and dominate in the North American markets there is no telling where they can go but we know it will be lucrative.
