Betfusion and Playwins to Hit the UK Market Through iGaming White-Label Offering
LAS VEGAS (October 17th, 2024) – Aristocrat Interactive™, Aristocrat’s online Real Money Gaming (RMG) division, has partnered with marketing specialist DirectBe to power the full launch of two new UK iGaming brands, Betfusion and Playwins, through its iGaming White-Label offering.
Aristocrat Interactive’s iGaming White-Label comprehensive go-to-market solution is being delivered to DirectBe to facilitate the go-live. Incorporating Player Account Management (PAM), a full sportsbook and all managed services, Betfusion’s offering is now live, with the Playwins brand following 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,” said Hossein Ebrahimi, Chief Executive Officer of DirectBe. “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.”
By utilizing Aristocrat Interactive iGaming White-Label’s full online solution, DirectBe looks to make an instant impact with both brands. Beginning in the UK, DirectBe has plans to expand into other regulated markets in the future through this deal with Aristocrat Interactive.
“This relationship aligns with our strategic vision of further enhancing Aristocrat Interactive’s presence within the major UK market,” said 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.”
The deal represents Aristocrat Interactive’s continued commitment to expanding responsible iGaming offerings to operators servicing the UK – one of the largest iGaming markets in the world.
About Aristocrat Interactive
Aristocrat Interactive is Aristocrat Leisure Limited’s (ASX:ALL) regulated online Real Money Gaming (RMG) business and was formed in 2024 with the combination of Anaxi and the NeoGames businesses (NeoGames, Aspire Global, BtoBet, and Pariplay). The business is an industry leader in content and technology solutions for online RMG, with a full-service offering that includes content, proprietary technology platforms and a range of value-added services across iLottery, iGaming, Online Sports Betting (OSB), and Gaming Systems.
