Aristocrat to Launch New iGaming Brands in the UK

Article by : Erik Gibbs Oct 18, 2024

• 
• 

Aristocrat Interactive is expanding its offerings in the United Kingdom through the launch of two new brands in collaboration with marketing specialist DirectBe. The move is part of Aristocrat’s ongoing effort to increase its presence in regulated markets and strengthen its foothold in the UK’s competitive gaming sector.

The two brands, Betfusion and Playwins, are set to make waves in the UK market. Betfusion has already gone live, while Playwins is scheduled to launch in November, offering players new and exciting platforms to engage with iGaming and sports betting.

The launches are part of Aristocrat Interactive’s strategic growth, delivering cutting-edge solutions to players across the region. DirectBe’s expertise in digital marketing will play a critical role in the rollout of these brands, providing them with the market visibility and customer engagement needed for success.

Hossein Ebrahimi, CEO of DirectBe, expressed his enthusiasm for the partnership, noting that Aristocrat Interactive’s strong reputation in the iGaming sector makes it an ideal partner for launching these brands. Ebrahimi emphasized the importance of the white-label solution provided by Aristocrat, which enables seamless operation and comprehensive support for the brands. He added that Betfusion and Playwins are poised to provide players with engaging opportunities, predicting a positive response from users who will appreciate the broad range of features and experiences the platforms will offer.

The white-label solution offered by Aristocrat Interactive provides a turnkey approach to launching and managing iGaming platforms. It includes everything from customer service and digital wallet integration to advanced back-end technology, ensuring a smooth, high-quality experience for players. The company’s Managing Director, Jonathan Chilton, who oversees this division, believes that Aristocrat’s technology and industry expertise will help drive the success of both brands in the UK.

Chilton highlighted how this collaboration aligns with Aristocrat Interactive’s broader strategic goals. “This relationship aligns with our strategic vision of further enhancing Aristocrat Interactive’s presence within the major UK market,” he said. He pointed to the company’s cutting-edge technology, particularly in the sportsbook domain, as a key driver in helping Betfusion and Playwins stand out from competitors. Chilton further expressed confidence that UK players would be drawn to the superior digital experience these platforms offer.

Looking ahead, Aristocrat Interactive and DirectBe plan to extend their partnership beyond the UK, exploring opportunities in other regulated markets. The two companies see the UK launch as the beginning of a broader international expansion that could further solidify Aristocrat’s leadership position in the global iGaming industry.

Aristocrat Interactive’s recent market activity has been marked by significant developments, including the consolidation of operations from its subsidiaries NeoGames and Anaxi. The company officially launched in the summer of 2024, leveraging this merger to provide an enhanced range of iGaming solutions to partners around the world.