Aristocrat Interactive, Aristocrat’s newly founded online Real Money Gaming (RMG) branch, has collaborated with marketing firm DirectBe to enable the complete launch of two new UK iGaming brands, Betfusion and Playwins, using its iGaming White-Label platform.
DirectBe will get Aristocrat Interactive’s entire iGaming White-Label solution to help with the go-live process. Betfusion’s solution, which includes Player Account Management (PAM), a full sportsbook, and all managed services, is already operational, with the Playwins brand launching in mid-November.
“Aristocrat Interactive is a powerhouse in the iGaming industry, and it’s fantastic to be able to launch two new ambitious brands using their complete iGaming & Sports-focused iGaming White-Label solution,” stated Hossein Ebrahimi, DirectBe’s CEO. “We look forward to both brands going live for the first time and expect that players will react very positively to the range of engagement opportunities they are presented with.”
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According to Aristocrat Interactive, by employing its iGaming White-Label’s entire online solution, DirectBe “looks to make an instant impact with both brands.” DirectBe intends to expand into more regulated areas in the future through its partnership with Aristocrat Interactive, starting with the United Kingdom.
“This relationship aligns with our strategic vision of further enhancing Aristocrat Interactive’s presence within the major UK market,” stated Jonathan Chilton, Managing Director of Aristocrat Interactive iGaming White-Label. “We firmly believe our cutting-edge technology and top-tier sportsbook will help both DirectBe brands succeed, providing their customers with an unparalleled digital experience.”
According to a press statement, the agreement demonstrates Aristocrat Interactive’s “continued commitment to expanding responsible iGaming offerings to operators servicing the UK – one of the world’s largest iGaming markets.”
Aristocrat Leisure Ltd, an Australian gaming company, formally formed Aristocrat Interactive in June of this year, after the merger of Anaxi and NeoGames activities. At the time of its establishment, Aristocrat Interactive declared that it aspires to be a pioneer in the technological solutions market for online Real Money Gaming.
Aristocrat Interactive has a diverse portfolio that includes gaming content, proprietary technology platforms, iLottery, and gaming system solutions. According to the corporation, the focus is on offering deep, rich, and integrated experiences that engage and excite gamers.
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