Moti Malul outlines the strategy for Aristocrat Interactive
Reflecting on the creation of Aristocratic Interactive via the combination of Anaxi and NeoGames last year, Chief Executive Officer Moti Malul says his biggest challenge is reigning in the enthusiasm of his combined team.
“There’s one cliche which is so true,” he said, speaking to COMPLETE iGAMING at ICE Barcelona 2025 this morning. “In an organization as broad as we are in terms of our product set, our geographical customer, the biggest decision we need to take is what not to do.”
Malul took over the leadership of the newly combined business in 2024, having led NeoGames for the 16 years prior.
“We can do everything,” he said. “But it’s about whether we should do everything. That’s the biggest thing, to make sure that we are constantly remembering our strategy in terms of our product focus, our customer, focus on our geographic spend and so on.”
He admits that as a business made up of numerous acquisitions, including Aspire Global, BtoBet, and Pariplay, that integration is an ongoing focus but he says it has been going well and that the various businesses have come together comfortably under the Aristocrat brand.
“We are all very people focused organizations, so there’s very low ego with people, and that was the foundation. That bridged a lot of the geographical and the business cultures,” he explained.
“Our industry is so dynamic, and our company is dynamic, we’ve introduced quite a few internal organisational structures. We are constantly looking at that to adapt to the market better. And I have to admit that I’m so proud of our team accepting all of these changes positively, and saying, ‘okay, great’, because we take a lot of time explaining very openly the rationale behind what we’re doing.”
Asked how he keeps up with the pace of change in igaming, and the volatile world beyond it, Malul says he is a big believer in taking time off to properly recharge. He recently returned from three weeks hiking with a friend in Patagonia where he disconnected from his phone and was able to regain clarity.
I really, really encourage people – almost force people – to take time off,” he says, “because I know that when they’re in the company, I can’t ask them to slow down, because it’s not in anyone’s nature. In order to be able to live your life reasonably, if you’re not slowing down, then take time off.”
Malul will not be taking slowly at ICE with a bustling stand in the igaming hall. He expects AI to be a key topic of conversation this week. “AI will come down from being a theme into being implemented in reality,” he said, “it’s going to be used in across the product portfolio is something that customers are expecting to hear a lot and more about.”
Elsewhere, he expects a lot of discussion on emerging regulations in new markets, with the U.S, Canada and Latam on his radar specifically.
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