NeoGames could finally bring Aristocrat online.

In many cases, a company is simply absorbed by another. Name on list of recent M&A transactions; feather in the cap of the acquirer.

Some people still see the two companies as separate, even after the acquisition. Fanatics’ $150.0m purchase of PointsBet’s US business, which was announced yesterday, detailed that PointsBet would retain much of its personality, retaining its Australian and Canadian operations, along with its sports betting platform and igaming software.

Aristocrat’s acquisition of NeoGames for Maimon is a mix of both of these outcomes. NeoGames is now a part of Aristocrat, but the deal allows both companies to share their best assets.

Maimon did not intend to do this. NeoGames wasn’t even for sale.

Maimon says, “It wasn’t that we were looking for buyers on the shelf. That was not the process.” “Aristocrat was on the market looking for companies that would complement their offerings.”

The process began after they reviewed many companies and came to the conclusion we could complement what they already have and provide a good trigger for their future growth of real money gaming.

This acquisition is a new chapter in Aristocrat’s M&A activity and gives new life to its online ambitions. It follows on from its successful purchase of Roxor Gaming, and its failed acquisition of Playtech.

You scratched my back

Maimon claims that NeoGames fills in the blanks of Aristocrat, which makes them a good fit for this type of deal.

He explains, “There were many boxes we checked for Aristocrat. I think it’s an excellent match. One where the companies don’t overlap each other.” It’s not a case where two companies that work in the same industry acquire the other to gain market shares.

It’s two different companies working in different environments that complement each other.

It is especially important to consider expansion opportunities.

Maimon continues, “They [Aristocrat] can grow our clientele in places where we only have a small presence right now.” It’s sometimes funny to think that we operate in 30, 40 or 50 regulated markets. We thought it was a lot. Aristocrat can be found in over 200 regulated markets.

Aristocrat is a larger company than NeoGames. However, Maimon points out that NeoGames still has a presence on markets where its acquirer has not yet ventured.

He says, “We have an ilottery company that is very strong.” It’s the leading business in North America. Aristocrat has no presence in this market at the moment.

“We are in Africa and other places where Aristocrat has less exposure, so they see it as a great opportunity.”

Do not shut down your shop

Maimon claims that Aristocrat’s acquisition of NeoGames will be a game changer for the entire industry. This includes Pariplay and Aspire Core as well as BtoBet, ilottery, BtoBet, BtoBet, etc.

These businesses were acquired as part of NeoGames acquisition of Aspire Global last year.

Maimon assures that Aristocrat’s contribution to each of these companies is huge.

Aristocrat offers Pariplay its reach and growth opportunities. Aristocrat can help Pariplay sell their content around the globe. “Everyone will want to connect with the Pariplay brand – it is massive.”

BtoBet will also benefit from Aristocrat’s current roster of operators.

Aristocrat is interested in what Aspire Core has to offer. NeoGames is a channel for Aristocrat’s land-based operators that wish to enter the digital space. Customers will have a single-stop shop for both their online and land-based needs.

Maimon says: “Think of Aspire Core… Every operator who will move from land-based gaming to online will be looking for the most popular games currently available in the land-based industry.” They will want to provide the same experience for their players.

We will provide a single view to [Aristocrat’s] land-based operators who want to go online. They can then do so with the same company – Aristocrat.

Into ether

Aristocrat’s land-based businesses, which Maimon describes as the “major income source” of the company, will continue to be successful if the two companies are tied together in a way that is mutually beneficial. With a price tag of $1.2bn, Maimon knows he has a lot to live up too.

It is not unique to try and keep the acquirers and acquirees separate, but still related. It could be a way to publicise a pricey acquisition and draw attention to its impact.

For Maimon, however, the real meaning of the purchase lies in the structure. NeoGames won’t be crushed by Aristocrats market share and offerings, but will instead have room to operate.

Maimon’s statement, “The fact we complement each other and do not overlap, is a powerful proposition.”