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    Aristocrat continues to evolve along with the online casino sector

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    Aristocrat has acquired NeoGames to boost the company’s move into the real-money online gambling market moving forward.

    Since the 1950s, Aristocrat has been a stalwart in the industry, pioneering innovative gaming experiences and captivating audiences worldwide. More than 70 years later, they are still at the top of their game but still evolving.

    If you’ve stepped foot onto a casino floor at any point in your lifetime, there’s a good chance you’ve spotted an Aristocrat slot machine or two. Popular around the world for titles like Buffalo Ultimate Stampede and 5 Dragons, the company is now turning towards the online gambling world.

    Change on the cards for Aristocrat

    While Aristocrat has dabbled in online slots before now, it’s never been the focus of the business. Instead, the focus has been creating bigger, better land-based gaming machines and teaming up with brands like the NFL.

    The current online offerings include a small range of slot games inspired by their land-based games. Until recently, it wasn’t a part of the larger business ideology to create online slots that would compete with some of the bigger names in the business.

    The team at Aristocrat has grown to 8500+ employees across more than 25 locations worldwide. Their games can be found in over 335 gaming jurisdictions, and it’s time for a change.

    Aristocrat acquires NeoGames

    In May 2023, Aristocrat announced it would acquire NeoGames for a massive $1.2 billion. Fast forward to a year later, and the shareholders voted in favour of the purchase during a second shareholder meeting.

    To ensure that the pivot to online gaming goes smoothly, Aristocrat has already secured all the gaming regulatory approvals it needs.

    With NeoGames' acquisition in the pocket, Aristocrat’s current real-money gaming arm, Anaxi, will merge with NeoGames. The new business will now be known as Aristocrat Interactive and form part of the primary “build and buy strategy” the group has to enter the online gambling market.

    Aristocrat CEO Trevor Croker shared his excitement about the new acquisition, saying:

    “With our ambition to be the leading gaming platform for the regulated online RMG industry, adding NeoGames to our team advances our strategy to build global scale and capability.

    I also congratulate Moti Malul on his appointment as CEO of Aristocrat Interactive and welcome NeoGames’ talented leaders and broader team of 1,200 people worldwide to our business.”

    Massive growth opportunity

    More than just a smart business venture, Croker believes that the transition to online casino games will be the key to success.

    “The performance of our early game releases in the US has validated our hypothesis that Aristocrat’s land-based casino games would resonate online,” said Croker.

    “We focused on investing in competitive product portfolios, including strategic adjacencies, to drive market share gains. We will take our successful gaming portfolio online through a multi-year rollout plan, ensuring a steady stream of new game launches in North America and Europe.”

    The provider's team is keeping a close eye on how the market will respond to Aristocrat's new games, which they will release and adjust accordingly. They are operating in an environment that is highly uncertain regarding political and economic outcomes.

    With this in mind, the company plans to focus on costs, expecting to deliver huge returns in 2024 by providing exciting games for Aristocrat online casinos.

    Published: May 8, 2024

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    Article by Polly

    CasinoWow Contributor

    Hey guys, my name is Polina but my friends and colleagues call me Polly. I am truly passionate about online casino gaming and exploring the different online gambling experiences. I'm really into diving deep into topics and researching all the details. My aim is to gather the best information and write interesting articles for all the readers at CasinoWow.

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