Australian slot machine powerhouse, Aristocrat, doubles down on remote gambling by launching a dedicated online casino brand. This follows the collapse of their deal to acquire the UK-based software provider, Playtech.

Aristocrat’s CEO, Trevor Croker, announced the company’s plans with regards to a real-money gaming (RMG) online division at their annual general meeting. The online business represents the Aussie company’s third brand alongside their others, Aristocrat Gaming, and the social gaming company, Pixel United.

As one of the longest standing casino companies in the industry, Aristocrat Gaming aims to utilise its expertise in content development, while expanding its foundation of customer and regulator relationships to establish a sustainable online business.

A Strategic Gamble

Croker revealed that their current Aristocrat Gaming CEO, Mitchell Bowen, will champion the newest brand in the Aristocrat family. Hector Fernandez, the previous president of Aristocrat Americas, takes the reins once Bowen moves to the new segment. The leadership team to support Bowen in the venture consists of key internal personnel and external recruits.

As their land-based segment’s CEO, Bowen’s reputation for outstanding staff engagement and customer focus positions him as the most strategic choice to head the new RMG business.

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According to Croker, Bowen has “cemented his reputation as an industry executive of global standing. His strategic and operational impact is evident in the outstanding momentum of the Gaming business and its recovery post COVID, with excellent staff engagement and an unwavering customer focus.”

During the last 12 months, Aristocrat leveraged industry know-how to build internal RMG capabilities for an online segment. This is part of their ‘build and buy’ business strategy and they continue with undertaking strategic M&A, collaborations, and recruitment for a sustainable online business.

7 Decades of Expertise

The slot machine manufacturer established themselves in the gambling industry during the 1950s and today peers and patrons recognise them as a company that provides unsurpassed technology. Publicly listed for more than 30 years and with business hubs around the globe, Aristocrat’s one missing piece is an online platform.

By combining their decades of gambling experience with their free-to-play content development, they align their newest company for sustained success. Croker commented:

“Achieving a scaled position in online RMG will be a medium-term effort. It will take sustained investment over a number of years. However, our record shows that Aristocrat knows how to successfully scale businesses. We will apply a similar mix of effective organic and inorganic investment, and financial and operational rigour to this task, under Mitchell’s leadership and aligned to shareholders’ interests.”

The company’s land-based segment reported on a successful financial year for 2021 with a 14% growth over the previous year. A profit margin increase of 81% attests to their momentum. With the growth in online gambling and their continued success, there couldn’t be a better time for Aristocrat to establish an iGaming platform of their own.

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