Aristocrat Leisure Looking to Expand Into Sports Betting

  • Aristocrat chief says the company has the “balance sheet” and “intent” to enter the market
  • The company diversified into digital the past few years, providing a boost during the pandemic
  • Aristocrat is now a global player in the social casino, casual games, and RPG strategy markets
  • The NFL's Las Vegas Raiders partnered with Aristocrat Technologies last week
Mobile sports bettor fist pumping
Leading slot machine manufacturer and digital game supplier Aristocrat Leisure Ltd. is considering entering the sports betting sector. [Image: Shutterstock.com]

Potential new market

Gaming machine manufacturer and digital games supplier Aristocrat Leisure Ltd. has an interest in expanding into sports betting.

either build or buy.”

The Australia-listed company’s chief executive Trevor Croker spoke about the possibility of gaining a presence in the sports betting sector, saying: “We have the balance sheet, and we also have the intent – as you can see from our previous acquisitions – to either build or buy.”

Croker made these comments during an online interview with gaming industry news provider and consultancy firm Fantini Research:

Aristocrat will continue to keep an eye on the sector and look at any viable entry options. The company has been receiving feedback from its land-based customers about the best way to enter the sports betting market.

Diversifying into digital

Historically, the main focus of Aristocrat’s business is supplying gaming equipment to land-based casinos across North America, Asia, and Australia. 

The company has recently been making advancements in the digital space, creating online products such as social casino games. First-half financial results for the period ending March 31 showed a 19% rise in digital division revenue.

Aristocrat’s chief noted that the diversification into digital has been a help during the pandemic. This division has been showing strong performance at a time when many land-based casinos had to temporarily shut down. Many of these facilities are now dealing with lower capacities and struggling consumer demand

Land-based transition

Croker did note that the land-based casino sector appears to be resilient and is getting back to pre-pandemic performance levels in some cases. 

working to provide convergence solutions from the digital world”

He also believes the pandemic will accelerate the trend of applying digital solutions to brick-and-mortar gaming facilities. In the interview, he said: “Working to provide convergence solutions from the digital world, for our land-based customers, is a priority for us at the moment.”

Aristocrat has spent the last few years building scale into its digital operations. Croker says that the company is now a global player in the social casino and casual games markets, as well as in the role-playing game (RPG) strategy arena. 

Raiders deal

Last week, Aristocrat Leisure’s Las Vegas-based subsidiary Aristocrat Technologies announced an official partnership with the Las Vegas Raiders. The deal will see the company get signage rights around Allegiant Stadium and naming entitlement for the Owners East Club. Aristocrat will also be the presenting sponsor for the Raiders 50/50 raffle. 

The NFL franchise moved from Oakland to Las Vegas after last season. Located in the gambling capital of the United States, the Raiders quickly signed partnerships with a number of gambling-related companies.

The team named Bet MGM an official betting partner, while MGM Resorts International is the organization’s official gaming partner.