Aristocrat Enhances iGaming Reach with NeoGames Acquisition, Sells Plarium for Growth

Aristocrat Leisure, a prominent Australian gaming company, has undertaken strategic steps to bolster its presence in iGaming and streamline its digital operations, primarily through the acquisition of NeoGames and the recent sale of its subsidiary, Plarium Global. These moves signal Aristocrat’s commitment to capitalizing on growth opportunities in the regulated iGaming sector and refining its operational focus.

NeoGames Acquisition Expands iGaming Capabilities

In April 2024, Aristocrat successfully acquired NeoGames, marking a pivotal expansion into the iLottery and digital gaming landscape. Aristocrat Managing Director Adrian Bailey highlighted this acquisition as a “match made in heaven,” emphasizing that the merger grants Aristocrat enhanced access to a variety of gaming platforms and markets. NeoGames, a well-regarded operator in iLottery, aligns with Aristocrat’s vision of broadening its digital gaming portfolio through Anaxi, its dedicated online gaming division.

Bailey addressed integration challenges, noting that combining operations across numerous distributors could typically span years. However, NeoGames’ streamlined structure facilitated an effective aggregation process, providing Aristocrat direct access to multiple gaming platforms and distributors. This acquisition is anticipated to strengthen Aristocrat’s reach, especially in European markets, which was previously boosted by its 2023 acquisition of Roxor Gaming, another real-money gaming supplier.

Currently, the legal ithe Buffalo series to meet the rising demand for online gaming content.

Plarium Sale Aligns with Aristocrat’s Core Business Strategy

In a complementary move, Aristocrat announced the sale of Plarium Global to Modern Times Group (MTG) for up to $820 million. This transaction, expected to conclude by mid-2025, includes a $620 million base payment with the possibility of an additional $200 million contingent on Plarium’s performance through 2028. The decision to divest Plarium, a company known for popular mobile and PC games like Vikings: War of Clans, is part of Aristocrat’s strategy to concentrate on core gaming areas, particularly its land-based and social casino operations.

Trevor Croker, Aristocrat’s CEO, expressed that Plarium’s integration over the past seven years enriched Aristocrat’s capabilities in mobile content and digital marketing. Despite the sale, Plarium’s influence on Aristocrat’s digital transformation remains evident, having contributed to Aristocrat’s evolution in digital gaming and strengthened the company’s social casino business. Croker noted that the proceeds from the sale would Aristocrat’s broader capital allocation framework, fueling its long-term strategic goals within regulated gaming and digital casinos.

Interactive Business Segment Drives Digital Ambitions

Adding to its strategic realignment, Aristocrat launched its Aristocrat Interactive division in June, centralizing the company’s online gaming brands under a unified umbrella. The Aristocrat Interactive segment brings together several high-profile brands, including Anaxi, NeoGames, Aspire Global, BtoBet, and Pariplay, and is structured into five operational pillars: iLottery, Content & Aggregation, Gaming Systems, iGaming & Sports, and iGaming White-Label.

This restructuring reflects Aristocrat’s dedication to regulated gaming, allowing it to deliver integrated solutions across both iLottery and iGaming. As a result, Aristocrat Interactive is now positioned alongside Aristocrat Gaming and Pixel United, the latter responsible for social casino games, enhancing its capacity to serve various market needs. With this alignment, Aristocrat’s new business unit seeks to leverage the company’s robust content library and capitalize on the opportunities emerging within regulated North American markets.

Andrew Maclean, VP of Sales & Business Development for Aristocrat Interactive, emphasized the company’s ongoing mission to secure a prominent position across the U.S. and Canadian markets. Maclean explained that Pariplay’s background in content distribution, combined with Aristocrat’s more recent digital expansion, positions the team to offer unparalleled content solutions. Through partnerships with a range of studios, Aristocrat Interactive aims to deliver a diverse selection of content tailored to the preferences of players in North America.

Despite challenges in U.S. legislation, Aristocrat remains committed to entering new states as regulations permit, particularly as iGaming gains traction in North America. In addition to strengthening its position in the U.S., Aristocrat has also pursued expansion in Canada, particularly within Ontario’s open market.

Through acquisitions like NeoGames and strategic sales such as Plarium, Aristocrat has demonstrated its ability to adapt and thrive within an evolving gaming landscape. With Aristocrat Interactive as a centerpiece, the company’s efforts toward market expansion, content innovation, and regulatory compliance signify a forward-looking approach to growth and sustainability within both digital and traditional gaming domains.

Source:

“Aristocrat Announces Sale of Plarium Mobile Gaming Business,” Aristocrat,November 12, 2024.

Aristocrat’s acquisition of NeoGames completes, Aristocrat, April 26, 2024.