Interactive
Aristocrat Interactive powers two new DirectBe brands in the UK
By Lewis - 17 October 2024
Aristocrat Interactive 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 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 utilising 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.
