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Online Slots ANAXI
As part of the Roxor acquisition, some well-established brands
were added into Aristocrat’s portfolio of brands. Whilst European and other global markets still hold potential for Anaxi, North America remains the immediate priority. The company has signed deals with a significant proportion of the top operators in the US and is increasingly improving its presence in Canada too.
“As you say, rightfully we're all at different phases across the business units and that is very much because we’re in an early phase of our growth as a new business unit. In some ways our roadmaps write themselves because we've got brands with great heritage that are loved by our partners and their players that we're looking to bring to market.
Moving forwards, Aristocrat Group will work collaboratively across its business units to share insights. From content through to more efficient ways of marketing to players, how the company spans both is pivotal going forwards, explains Josh.
“Tere are a few different activities that we're working on to work into that gap as the regulation evolves, and a few areas worth mentioning. What’s next for how Jackpots will span both iGaming and land-based, and how we can evolve better customer propositions off the back of that? We know Free Spins is fundamental for iGaming, but how do we put that together with land-based loyalty systems? Tere's a world of opportunity.
“Te fundamental principle is collaboration across teams. I think a lot of that comes down to attitude and that attitude is largely set by the organisation in terms of the desire for teams to collaborate, creating the right environment for people to share and we feel bullish about the future.”
Aristocrat Gaming, Pixel United, Anaxi - this commercial triumvirate is seen by the Josh as a three-way collaboration that occurs at multiple different levels. Naturally, the primary area is around product and how they come together, which is very much defined by how the Group understands its customers, their players, and trends in the market. Data, essentially.
“Ultimately, it’s about how product teams come together, share insights and drive product thinking that's not only going to entertain players and partners today but also create products of the future. I think that's fundamental for us.”
Industry focus has largely centred around the relationship between land-based and iGaming - the synergies and translation of products, innovations, and practices from one to the other. Less is said these days about the
P196 WIRE / PULSE / INSIGHT / REPORTS
relationship iGaming and social gaming, but Josh acknowledges it’s an interesting area brimming with potential.
“I think it's an interesting area for us to be able to collaborate and understand products which are resonating in the social environment. How we bring those across into gaming in the same way that we might do by looking at the casino floor. As we plan roadmaps now, we are focusing on opportunities that exist whereby, let's say, Pixel and Product Madness have released a variant of Buffalo which is really resonating incredibly well through social.
“If we feel that there's going to be a good crossover between social and iGaming, it will come across into our roadmap.
“Tat planning cycle is consistent throughout the year. As with most businesses our financial year sits around a roadmap planning cycle and there are multiple touch points within that cycle across the business units where we are be able to plan for how we take learnings from each other and build the most effective product we can.
After completing on the Roxor Gaming acquisition in February last year, Anaxi announced partnerships with BetMGM and Caesars. No biggie for a brand-new division. Put simply, these deals centred around the distribution of Anaxi’s catalogue of content across their portfolio of sites and working collaboratively to ensure this is done as efficiently as possible.
“It is more important for us as a Group to build closer relationships with our customers moving forward,” adds Josh. “And there are some customers, like BetMGM and Caesars, who just by nature of their scale and their distribution require a deeper relationship and partnership. Tat's something we want to accommodate as a company moving forwards.”
As part of the Roxor acquisition, some well- established brands were added into Aristocrat’s portfolio of brands. Whilst European and other global markets still hold potential for Anaxi, North America remains the immediate priority. Te company has signed deals with a significant proportion of the top operators in the US and is increasingly improving its presence in Canada too.
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