Gauselmann Group, an international gaming group, has officially changed its name to Merkur Group, reflecting its goal to build a new brand identity. As a result, Gauselmann AG will now operate under the name Merkur.com AG.

According to the company’s official announcement, the rebranding was completed on January 1.

Paul Gauselmann introduced the Merkur brand in the 1970s and gradually turned it into a gaming powerhouse. The success of the company was boosted by the Merkur B, the group’s AWP machine division. It was later further reinforced by the launch of Gauselmann’s first company-owned arcade, the Merkur Spielothek.

Following that, Merkur produced a plethora of games, gaming machines and gaming systems, all developed and distributed under the company’s signature laughing sun logo. According to Paul Gauselmann, this success was among the reasons for the current rebranding of the group.

The Rebrand Capitalizes on Merkur’s Appeal

The rebrand was announced in September 2023 and aligns with the company’s desire to capitalize on the Merkur brand’s appeal. This important step will also allow the group to create a unified identity for itself.

The corporate group is becoming increasingly digital and international. The change of name reflects this fact. Both developments will benefit from linking the appeal of our Merkur brand to the company name.

Paul Gauselmann, founder & chair of the management board, Merkur Group

From now on, all marketing materials will display the company’s new look. This also means that the company will have to adapt a large number of company signs. Despite that, Merkur emphasized that the changes to its image will not affect the presence of the Gauselmann Family Foundation. As explained by Paul Gauselmann: “Continuity and stability are cornerstones of our corporate philosophy and will continue to be important factors for success going forward.”

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MERKUR Casino has opened its first property in the United Kingdom, marking an important milestone for the company. The new casino is located in the Scottish city of Aberdeen and will provide a lot of entertainment to local players.

The casino was officially opened by Irina Ruf, MERKUR Casino’s chief executive officer. She was accompanied at the event by MERKUR UK general manager Sascha Blodau and the COO of MERKUR Casino UK, Mark Schertle.

In addition to the high-profile MERKUR representatives, the grand opening was attended by local businesspeople, dignitaries and gambling industry workers. The opening also welcomed the Red Hot Chilli Pipers, a Celtic rock band from Scotland. The world-class singer Chris Ashton also attended the opening of the MERKUR Casino Aberdeen.

Casino guests can expect to find a variety of gaming tables and machines. The MERKUR Casino Aberdeen boasts four tables for roulette, two tables for blackjack, a table for three card poker and two electronic roulettes. In addition, the venue has a terminal that comprises 20 of the latest B1 Jackpot Machines from leading suppliers in a single machine.

Aberdeen Is a Perfect Location for MERKUR Casino’s Foray into the UK

Irina Ruf commented on the opening, saying that the opening of MERKUR’s first casino in the United Kingdom marks a new chapter for the company. She noted that MERKUR is known for its dedication to excellence. The company already provides bingo and slots to companies on the UK’s high streets. However, MERKUR will now be able to take things a step further and offer its best-in-class casino experiences to local players.

Ruf said that purchasing a license in Aberdeen was a no-brainer for her team and that the move represents a “natural progression” for the company.

When the opportunity arose to purchase a license in Aberdeen it was a natural progression to move into the sector and launch our first UK casino.

Irina Ruf, CEO, MERKUR Casino

According to CEO Ruf, Aberdeen is the perfect location for MERKUR’s first casino in the United Kingdom. She described the city as one with a thriving night-time economy and a Purple Flag status that attests to the safety and vibrancy of its streets at night.

We hope to add to that vibrancy with best-in-breed gaming entertainment and promote the safety and well-being of visitors and residents alike.

Irina Ruf, CEO, MERKUR Casino

Last year, Merkur eSolutions, a B2B division of the Gauselmann Group, opened a new office in Malta.

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Dutch gambling regulator Kansspelautoriteit has handed Merkur Casino Almere a fine of €45,000, becoming the latest group to fall foul of the CRUKS regulations. 

CRUKS is the Central Register of Exclusion of Games of Chance and Netherlands-licensed gambling operators are obligated to verify if players are registered and prevent them from accessing their services if they are.

However, the regulatory authority discovered that Merkur Casino Almere did not fulfil its legal obligation to conduct an audit, as it allowed entry to a person who was registered with the CRUKS.

“When checking the data in CRUKS of the person in question, employees of the casino received an error message and were therefore unable to verify whether the person was registered in the register,” The KSA stated.

“On that basis, the person should have been denied access to the casino. Because the casino failed to do so nine times within the aforementioned period, the Gaming Authority has imposed a fine of €45,000.”

The KSA has been on a regulatory rampage this year and Merkur Casino Almere is the latest Netherlands gambling operator to be issued with a fine.

Last month BetEnt was fined €400,000 for advertising violation while Winning Poker Network was issued a cease and desist order. In March Red Ridge Marketing was issued a €675,000 fine, while bet365 received a €400,000 fine.

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The Kansspelautoriteit, a body that regulates gambling in the Netherlands, has fined Merkur Casino Almere over an exclusion-related breach. According to the authority, the casino operator allowed a self-excluded person to play over a two-week period.

The person in question was registered in the Netherlands’ self-exclusion register (CRUKS) and was supposed to be barred from playing with a casino operator. Yet, the player managed to successfully gain access to Merkur Casino in Almere.

The Kansspelautoriteit noted that Merkur Casino allowed the player to enter its property a total of nine times in the period from February 17, 2022, to March 2, 2022. This was a clear violation of the local gambling rules and a breach of Merkur’s social responsibility obligations.

The Player Was Registered in the CRUKS

CRUKS is an official register containing all people who have excluded themselves from playing high-risk gambling. All companies that hold a license in the Netherlands are required to diligently check that a player’s name is not registered in the CRUKS.

This measure, which Merkur failed to properly follow, seeks to protect gamblers who consider themselves prone to addiction from harm. However, a technical error prevented Merkur from properly checking whether the person in question was excluded or not.

According to the KSA, Merkur received an error message when trying to check the person’s name in the CRUKS. If the casino company had decided to follow protocol, it should have barred the player from entering until it was able to confirm whether their name appears in the register.

However, Merkur Casino Almere decided to take a risk and instead allowed the gambler to enter the property and play.

As a result of these violations, the KSA handed a fine of €45,000 (almost $50,000) to Merkur.

KSA Recently Fined Betent

Speaking of fines, the KSA recently slapped Betent with a $438,000 fine over illegal advertisements. The casino operator, the regulator reported, disregarded the local advertising standards and advertised to young adults.

Advertising to vulnerable groups is considered to be a serious violation of the local gambling rules. While Betent may not have intently targeted young adults, its messages ended up reaching such an audience.

While Dutch young adults are not prohibited from playing, local operators are prohibited from targeting them with ads. This is because the market believes that young people are still developing and therefore extra susceptible to gambling addiction.

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Ruf, who brings an extensive experience with her, will be responsible for helping the company expand in existing markets as well as strategize about expansion in new jurisdictions where and when possible. She was naturally pleased with the development:  

I am looking forward to developing new geographical markets and implementing exciting projects together with my team. One particular focus will be on developing the online markets.

Merkur Casino managing director Irina Ruf

She is taking the reins over from Stefan Bruns, the outgoing incumbent, who will be now part of Gauselmann Group’s Management Board. The rotation of the new positions was welcomed by Gauselmann Group Management Board member Dieter Kuhlmann who said that Ruf would make an excellent addition to the group and specifically in her new position.

A Long-Standing Veteran of Merkur Casino

The entire board is delighted to see her take up her new responsibilities and bring what is an extensive experience and expertise in the gambling industry under Gauselmann’s roof. Kuhlmann added:

Based on her wide-ranging career path to date, Ms Ruf brings to the job all the prerequisites to successfully continue and expand Merkur Casino’s international business activities.

Gauselmann Group Management Board member Dieter Kuhlmann

Ruf is not an old face in Merkur Casino, however. She has been with the company for the past close to nine years. Ruf started as head of business development back in October and she has climbed the pecking order, honing her industry knowledge and learning more about the company’s internal structures and goals.

She has worked across operations and provided her knowledge to advance the company’s overall objectives. Ruf entered her latest position of executive operations director in June 2020, and will now transition to the role of managing director at Ruf.

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