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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EPIC Risk Management, the world’s leading independent gambling harm minimization consultancy, announced that it has officially rebranded itself as EPIC Global Solutions. The new name seeks to better reflect the company’s global nature and ambition to tackle gambling harm at an international level.

To celebrate its new identity, EPIC Global Solutions has unveiled a new logo that features its new name. The company will also back up its new visual identity with intensified expansion efforts in the Americas.

The New Identity Is a Significant Milestone for EPIC

Representatives expressed their thoughts on the matter, saying that the rebranding seeks to better communicate EPIC’s desire to crack down on gambling harm at a larger scale. Paul Buck, the company’s founder and chief executive officer expressed his excitement, saying that he believes the new identity better reflects his team’s values, mission and scope.

He called the new identity a “significant milestone,” saying that it celebrates the firm’s tenth anniversary.

This rebranding effort represents a significant milestone for our company, ten years since our inception, and we look forward to continuing to serve our partners with the same level of excellence they have come to expect from us across a decade of providing gambling harm prevention.

Paul Buck, founder & CEO, EPIC Global Solutions

“A Book with an Amazing Story But the Cover Didn’t Do It Justice”

The company’s director of marketing, Michael Clarkson, also commented on the matter, saying that the refreshed EPIC will continue to follow its philosophy to put lived experiences at the heart of everything it does.

The company’s new image has been crafted to better represent its position as a global leader in providing solutions to the long-standing issue of gambling-related harm, emphasizing making the organization’s proposition more effortless to understand for US audiences – a location of significant ongoing growth for EPIC.

Michael Clarkson, director of marketing, EPIC Global Solutions

Clarkson added that EPIC really cares about the people and will continue to provide “highly emotional, warm and powerful” service to its customers. He compared the EPIC of yesterday to a book “with an amazing story,” the cover of which “didn’t do it justice.”

However, Clarkson also said that the transformation to EPIC Global Solutions is something that his team is really proud of and a move that sets the company up for another “amazing decade.”

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After a decade of captivating Finnish players under the name Finlandia Casino, the renowned online casino has undergone a major rebranding initiative and emerged as Winlandia. 

Winlandia’s Vision: Expanding Across Europe with Personalized Gaming

What originally began as a dedicated online casino platform for Finnish players has now evolved into a broader vision. Winlandia is poised to launch its engaging gaming experience in prominent European markets, including the UK, Sweden, Denmark, and Norway, following its successful debut in Sweden.

Winlandia aims to distinguish itself from competitors by curating a personalized player journey across games, payment methods, promotional offerings, and customer support in each targeted market. 

The rebranding decision was prompted not only by a desire for international expansion but also in anticipation of the upcoming dissolution of the gambling monopoly in Finland. This shift will pave the way for licensed operators to enter the market, driving Winlandia’s aspiration to be among the first to secure a license within the nation.

Finnish gambling giant Veikkaus embraced the shift to a licensing model in its latest financial report. With revenue reaching €519.3 million ($564.3 million) in H1 2023, Veikkaus is backing a transition from its gambling monopoly to a licensing system. This aligns with Finland’s goal to replace the monopoly by 2026, allowing private companies to apply for licenses to offer sports betting and online casino services, aiming to enhance player protection and revenue channeling.

Winlandia Strives for Data-Led Excellence and Worldwide Reach

Christoffer Grönlund, the head of acquisitions & PR at Winlandia, stated:

We believe the only way to truly stand out is to excel across all areas and let data lead the way, from brand to bonuses, games to payments and of course customer service. Localization, personalization and conversion rate optimization are also a must for each market.

Christoffer Grönlund, head of acquisitions & PR, Winlandia

Grönlund added: “We have some incredibly exciting plans in the works and look forward to more players than ever before being able to enjoy what Winlandia has to offer.“

Grönlund further underlined the expertise of the Winlandia team, boasting over 15 years of experience in the iGaming industry. Their seasoned approach, combined with a deep understanding of market dynamics, positions Winlandia to offer an exceptional gaming adventure to players worldwide.

Beyond Finland and Europe, Winlandia has its sights set on becoming a truly global operator. As it moves into the second phase of its expansion strategy, the operator plans to extend its services to the promising territories of Canada and New Zealand, catering to an even more diverse audience.

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As a result, iGaming Platform (iGP) will assume its new contemporary identity through a recently-revealed and sleek website. This move is hailed as a milestone in the company’s evolution and a bold step forward with the idea of ensuring that the business communicates across to its clients core values such as innovation, integrity, excellence, empowerment, and customer centricity with ease and confidence.

iGP All Set on Delivering More Exceptional Products

The company was established in 2016 and it has been able to deliver some of the most worthwhile iGaming experiences. Working with iGP has allowed companies to set up and launch their business quickly and efficiently.

Since it launched, the company has worked with more than 40 casinos and 100 leading game providers, helping them gain further traction in the industry. As the rebranding is taking place, iGP is planning to launch new functionalities and products for customers, which will significantly improve the back office.

iGP COO Matthew Calascione has welcomed the latest milestone on a good note and said that the dedicated team at the company has worked relentlessly to build a successful business and help partners achieve their goals:

We take immense pride in presenting our true identity and the remarkable talent, products, and services available at iGP. This rebrand marks the start of an exciting journey as we gear up for a series of industry-leading events in the coming months, commencing with SBC Summit Barcelona in September.

iGP COO Matthew Calascione

iGP to Continue Writing Its Own Success Story

The news was fittingly also welcomed by company CEO Giovanni Paticchio who said that the platform has undergone a series of positive and forward-thinking changes culminating in the most recent rebranding.

He argued that under its new identity, iGP will continue to pursue greatness and create new success stories for clients and its own business. The company provides a range of solutions for iGaming businesses, including proprietary technologies, third-party integrations, crypto casinos, turnkey casinos, white-label casinos, and others.

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Groove, an iGaming platform and aggregator, has launched a new site, sporting a refreshed logo and color scheme. Now rebranded as Groove Technologies, the company will use groovetech.com as its official domain.

As first announced by European Gaming, the rebranded Groove will show off its tech capabilities and new solutions. The company is certain that its solutions will help its partnering operators improve their business and succeed.

The first thing groovetech.com visitors will notice is the new logo. Instead of the old yellow design, Groove Technologies now sports a sleek purple logo. The company’s entire site looks completely different from its old one and is now easier to navigate by visitors.

In addition to that, Groove Tech has reorganized its brand. Groove will now serve as its commercial brand. Meanwhile, GroovePlay will be the company’s aggregation division. Finally, the supplier unveiled GrooveOn, which is a new turnkey service.

Groove Offers Everything Operators Need

Over the last seven years, Groove has formed partnerships with more than a hundred content partners, cementing itself as a major platform. Its team will continue to refine the company’s service division with the goal of introducing intuitive tech that can maximize casino ROI for its partners. To that end, Groove Tech will leverage its upgraded tech stack and AI capabilities.

Furthermore, Groove Tech offers robust back-office solutions that can be seamlessly integrated into casino brands, helping them differentiate their products from the competition. This includes tournaments and free spins, which can be quickly deployed, helping operators engage their customers in no time. Groove Tech’s smart-data-enabled back-office allows its partners to reliably gather data.

Meanwhile, Groove Tech is developing a new AI lobby that will be easy to navigate and will offer many opportunities to discover new content.

Groove boasts a rich library of games from best-in-class studios. Its aggregation platform adds around 100 new games each month, including lottery content, bingo, sports betting and casino titles. Groove also has a proprietary studio called GrooveStudio which produces exclusive content for the company’s partners.

Meltzer Praised the New Look

Groove’s co-founder and chief operating officer, Yahale Meltzer, said that the new logo reflects his company’s drive for modernization. He added that the creativity of the company’s new look is “vitally underpinned” by innovation in its tech platform.

We are a bigger company with bigger ambitions and we look forward to seeing the fruits of this brand and technology refresh as a driver of further growth.

Yahale Meltzer, COO, Groove Tech

In other news, Spribe recently added content to Groove’s platform.

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