Celebrating its 30th anniversary, Apricot—formerly known as Microgaming Software Systems Limited—marks this milestone with a bold rebranding that looks ahead. Known for its pioneering work in online gaming, Apricot has transitioned away from content aggregation to focus on delivering advanced platform software solutions, setting a new course for its future. This evolution captures the company’s history while redefining its role as a platform-driven technology provider for the gaming industry.

Evolving from Gaming Content to Platform Expertise

The transformation of Apricot began in 2022 when Games Global acquired Microgaming’s game assets and distribution network, allowing Apricot to zero in on its platform services. With this shift, Apricot has dedicated itself to creating a secure, scalable infrastructure to support leading gaming brands worldwide. By focusing exclusively on platform software, Apricot now enables seamless, responsible gaming experiences, processing over 210 million bets daily and earning over 20 industry awards, solidifying its position as a trusted name in iGaming.

A Fresh Visual Identity Signaling Apricot’s New Path

Aligned with its platform-focused mission, Apricot has introduced a refreshed visual identity that captures both its evolved focus and its heritage as Microgaming. The updated look symbolizes Apricot’s shift from a content distributor to a dedicated platform provider, reinforcing its commitment to delivering robust technology for gaming brands. This cohesive design extends across all brand materials, enhancing Apricot’s recognition in the market and emphasizing a clear, professional focus on advanced gaming solutions. With bold, contemporary graphics, the revitalized brand breathes fresh life into Apricot’s people-first philosophy and dedication to innovation.

While Apricot’s visuals have transformed, core elements like the name and logo remain intact, preserving the brand’s legacy while representing its future ambitions.

New Website and Digital Presence

Alongside its rebranding, Apricot has launched an updated website that embodies its refined vision and showcases its historical achievements, present capabilities, and future goals. This digital platform provides users with a cohesive view of Apricot’s investments, partnerships, and the strength of its partner network. As an intuitive platform, it represents Apricot’s commitment to delivering reliable technology solutions that support seamless and responsible gaming experiences.

Looking to the Future

This 30th anniversary is not only a celebration of Apricot’s heritage as Microgaming but also a vision for its future as a platform-driven technology leader. Throughout 2024, Apricot aims to increase brand visibility, leveraging owned media and strategic partnerships to establish itself as a leader in iGaming software solutions. This enhanced strategy aligns with Apricot’s commitment to innovation and responsible gaming, promising continued support to its clients, partners, and the global gaming community.

In the years to come, Apricot’s dedication to platform excellence and industry evolution will remain at the forefront, underscoring its transformation from a pioneer in online gaming to a leader in platform technology.

Source:

“Microgaming Unveils a New Chapter: A Platform for the Future“, linkedin.com, 2024.

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