By Roman Frymer, editor at G&M News, and Damian Martinez, journalist at G&M News.
How have you experienced the process of this first year of growth of Anaxi? What balance can you make about it?
It’s been an amazing year. It really feels like a startup organization given how much growth we have experienced. We have been focusing on the United States, Canada, and the United Kingdom, but we are also expanding through the rest of Europe. We are now live in seven countries and nine different jurisdictions, so it’s been very exciting times for us. Going from nothing to this has been fantastic since the acquisition of Roxor Gaming.
The company presented more than 200 games at ICE London, a fabulous number. What do you think are the current iGaming trends for slots? What segments or themes were demanded the most from the operators that visited your stand?
There’s a lot of innovative products out there. The classic titles with the traditional mechanics are still in demand so we have brought the iconic Buffalo titles from Aristocrat that are one of the best performing games in the United States. It’s a traditional title that resonates well with players and they are excited to see it online. There is something great about sharing online this recognizable brand that the company has worked so hard to build. We also brought ICE some table games and more than 190 slots as well. As part of Aristocrat, we incorporated capabilities that we didn’t have before in terms of players’ acquisition and engagement tools. Free spins or daily free games are tools that look at the segmentation of players and then reward them for revisits, so we now have these assets that we are layering on top of our classic titles to give an innovative experience to the players.
You have extensive experience in the hospitality sector. This has given you a great ability to understand customer preferences, and know how to create the best UX. How do you apply that knowledge in the sales department at Anaxi?
We take the customer as a main priority. From a sales standpoint, it’s always about having an account management team that is dedicated to working with the operators to make sure that we’re delivering the right and best content possible. The idea is to make sure that we are providing the appropriate amount of marketing content to help support our games at their launches. From my hospitality background, I know that our goal is for the players to really enjoy our games; to know they are having responsible gameplay and are liking the experience from a UI and UX perspective. The point is that their desires are being translated to our tech, sales, and account management teams, to make sure we are delivering the optimal product for them.
The company has been advancing in the British market with its products for about 4 months. Last year, I was at G2E Las Vegas and spoke with Josh Morris about the company’s strategy for the U.S. market. Looking now towards Europe, is Anaxi developing different sales plans for these markets on both continents? Do players from these regions have different preferences when it comes to your products? Do you have to prepare specific and personalized products?
Having approximately 200 games gives us a huge variety of titles from our content library. What we found is that some games from our European office really resonate well throughout the United States, and the U.S. content that we brought to Europe also has good results in some areas where we had land-based operations as well. The players are familiar with those titles and themes, and they have the same experience online, so it is a combination of having the right games for each costumer.
ICE is always a showcase of the latest trends and future developments in the iGaming sector. What surprises and innovations Anaxi is preparing to present throughout 2024 that you can anticipate?
First and foremost, we aim to deliver an exciting and engaging experience to players. As a company and as a brand, we are happy about the growth opportunities we have. We are expanding into new jurisdictions in South America, and we are planning to be in 16 countries by the end of the year. with another 12 or so going into 2025. The acquisition of NeoGames provides access to new countries, capabilities, and content as well, so with the consolidation of the organization, it’s going to be an exciting 2024 for us.