New Year New Brand

Over the last 10 years, the Aristocrat global land-based business has transformed and grown from a challenger to the market leader. Today, we deliver the world greatest gaming experience around the globe, to more customers and players than ever before! 2021 is going to be a hugely exciting time for Aristocrat and we are proud to announce a new name, and a fresh new look.  Now known as Aristocrat Gaming, our new face to the world expresses all the vibrancy of our industry, and the energy and excitement of the games and products that have made us famous. We don’t shy away from creativity in our games.. so why should our brand?

We’re delighted to share this new look with our customers and other stakeholders, as we continue to focus on delivering the very best gaming products and entertainment experiences in the market

What’s New?

Most notable, we have revamped our logo, not just so that it stands out from our competitors, but also so that it makes a statement. Bold and powerful, it unapologetically captures attention.

We will invite players and customers into our rich world of excitement and entertainment through our monogram. Affectionately called the ‘Aristocrat Ace’ it acts as a portal that gives players a glimpse into our games, characters, and the world of ‘Aristocrat’. It invites players to truly experience the excitement Aristocrat has to offer.

Why the makeover?

Simple – to match the excitement of our games.

We know what you and your customers enjoy about us. We are creative, innovative, exciting, engaging and, in the best sense, volatile. We want all of this to come across visually not just to you, but to our ever-expanding player base. With our new look, we are making sure that when anyone sees ‘Aristocrat Gaming’, they know they can expect to be entertained.

Why should you be excited?

Our new look does not end with a logo change. Our future communications are designed to invite and engage our customers, and communicate awareness of our games.


Let’s play!

For more information on our new brand, please check out our refreshed website or contact your sales representative.