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Aristocrat Leisure Announces Exciting Online Casino Product Launch

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Aristocrat Leisure Limited, Australia’s premier pokies producer, is branching out into new ventures. Not content with dominating the physical casino landscape, the company is now taking the opportunity to capitalise on the burgeoning online casino market in the US and releasing a new product for the masses.

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Aristocrat have announced that they will be launching their very own online casino business by the end of 2022, according to the Sydney Morning Herald. This new business arm will be a real money gambling facet, which will complement both their physical poker machine business, as well as their ‘just for fun’ phone gaming arm.

The company has been listed on the ASX since 1996 after bringing out their first slot machine in 1953. With a head office in Sydney, Australia, and over 7000 employees worldwide, the company is successful in licensing products to over 300 gaming jurisdictions around the world. The company also own the other smaller companies Big Fish Games and Plarium.

Some of Aristocrat’s top games include Dollar Storm, Buffalo Gold Revolution, Choy’s Kingdom, Aristocrat Legends, Dragon Link and Wild Wild. If you step into a casino somewhere in the world, chances are that you might encounter one of Aristocrat’s machines on the casino floor. The company changes their titles slightly to comply to various legislations around the world, including on cruise ships.

A growing market – eyes on the US

As the US market expands, brought on in no small part by the growing online sports betting industry giving way to further steps into online casinos, companies from all over the world are looking to crack the market. Already UK-based companies have made moves to jump over to the lucrative US market and various US providers have sought to acquire longstanding businesses that have made their mark in other markets. Just last year, US-based DraftKings sought to take over Entain, the owner of successful Ladbrokes – although the deal was ultimately called off.

One thing is for sure, the numbers don’t lie. This looks like a promising move for Aristocrat Leisure both in terms of the company’s growth as well as what it can offer the online gambling sector. With the many years of brick and mortar casino experience under its belt, it’s surely no stranger to the gambling scene. And while it might be considered a new casino in theory, in practice it’s certainly not the case and far from a newcomer!

Online casino gambling is now available to play legally in no less than six US states and this is likely to expand more in the future. The global iGaming market is poised to hit around $115 billion by 2028. Phone gaming in particular has become more popular in recent years as graphical power unleashes exciting new universes and people become more accustomed to phone gaming in their downtime.

Real money gaming apps are available to play in various jurisdictions around the world so long as they also pass the strict rules that govern both the Google Play store and the Apple App store. Online casino game developers may also look to circumvent the strict app store rules by producing purely browser-based games.

With all legal online casino gaming, there are strict regulations for gaming companies to follow Know Your Customer rules which validate a player is who they say they are. This is to guard against both identity theft as well as online money laundering and the like. Each jurisdiction has different rules to abide by, although the UK market is often looked to as the gold standard as their legislation is perhaps the most mature in the world. This is another reason why UK-based companies are sought after in current talks for mergers and acquisitions.

The local market – Australia

Aristocrat have noted that although the Australian market have not yet legalised online casino gambling, they would be open to producing games for the country. With physical casinos still in a state of flux following investigations into their operations and damning reports, this may still be a way off considering current sentiments.

Other moves made by Aristocrat

This latest announcement by Aristrocrat follows the news last year of their failed takeover of Playtech games. Their bid to take over the UK-based company was for approximately $3.9 billion, however a group of Playtech’s shareholders banded together to block the bid. The bid was determined to be a play to head into the US market on the back of an existing business.

This latest announcement is a lateral move to accomplish a similar feat. It is not known as yet how this expansion into new iGaming territory will look like at launch.

 

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