Aristocrat

Aristocrat was founded in Sydney in 1953 by Len Ainsworth, who later left and founded Ainsworth Game Technology. It became one of the two dominant slot machine manufacturers globally alongside IGT, with Buffalo, Lightning Link and Dragon Link among the most deployed titles on casino floors.

Its digital strategy ran through mobile and social games first — Product Madness, then Plarium in 2017 and Big Fish Games in 2018 — grouped as Pixel United. Real-money online came later: it created Anaxi as an online real-money brand, then completed a roughly USD 1.2bn acquisition of NeoGames on 26 April 2024. NeoGames brought Aspire Global's operator platform, the Pariplay aggregator and its Wizard Games studio, BtoBet's sportsbook and iLottery assets. Anaxi and NeoGames were merged into a single division, Aristocrat Interactive. It then narrowed the casual-games portfolio: Plarium was sold to Modern Times Group, announced in November 2024 at USD 620m plus up to USD 200m contingent, so 'Pixel United' is now a historical segment name. A casino listing Pariplay or Wizard Games is listing Aristocrat-owned suppliers.