Aristocrat Secures DirectBe Partnership to Launch Playwins and Betfusion

Aristocrat Leisure will soon see the launch of two seminal brands in the UK market, with Playwins and Betfusion set to make an appearance under Aristocrat Interactive’s white-label solution. In fact, Betfusion has already launched, with Playwins to follow later in November.

Aristocrat to Boost Launch of New iGaming Brands in the UK

Aristocrat is offering its solutions to DirectBe, a marketing specialist that focuses on building prominent iGaming brands that strive to reach extensive audiences in regulated markets.

The latest move is designed to help the international behemoth’s Real Money Gaming division in securing a bigger swathe of the regulated iGaming market and use its multi-platform offer to establish a robust presence in the world’s leading gambling jurisdictions.

Aristocrat is already leveraging a robust set of solutions to make sure that the new partner brands succeed, including an advanced Player Account Management platform along with a sportsbook service.

Commenting on this launch, Aristocrat Interactive iGaming White Label Managing Director Jonathan Chilton said that the company was particularly happy to be expanding in the market in the United Kingdom, as it was allowing it to further expand its presence in what it sees as a vital iGaming jurisdiction.

“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.”

This is not the first time Aristocrat Leisure has made a claim on the market in the United Kingdom, after previously collaborating with Digital Knights to help the company launch its TangoBet brand in the market.

As to DirectBe, the company has been pleased with having secured help from Aristocrat Leisure. DirectBe CEO Hossein Ebrahimi has welcomed Aristocrat Interactive as a fantastic partner to be aiding the company in rolling out its latest brands.

DirectBe Confident in the Success of Playwins and Betfusion Brands

“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,” Ebrahimi added, remaining optimistic about what the future may hold for his company.

Aristocrat recently won several legal reprieves against competitors, including Light & Wonder, which the company accuses of having copied proprietary work to create a similar game. The company also settled with a former developer and employee who will have to pay it financial compensation for copying sensitive company information.