Gauselmann Group Rebrands to Merkur Group


The Gauselmann Group, Germany’s most prominent gaming group, embarks on a new era, rebranding as the Merkur Group after 67 years of operation. The holding company, previously known as Gauselmann AG, has officially transitioned to Merkur.com AG. This change was registered on January 1st and follows an announcement made in early September.

The Merkur brand, introduced by Paul Gauselmann in the 1970s, has become synonymous with innovation and quality in the gaming sector. The brand’s journey began with the Merkur B, the company’s first amusement-with-prizes (AWP) machine, and expanded with the launch of the first Merkur Spielothek arcade. Since then, the brand has been at the forefront of developing, producing, and distributing a wide range of games, machines, and gaming systems under its recognizable laughing sun logo.

This rebranding initiative extends to all facets of the company’s identity. It involves updating websites, social media channels, and a vast array of company signage. Additionally, all marketing materials, from large-scale banners to stationery, will feature the new branding. Despite these changes, the Gauselmann Family Foundation will maintain ownership of Merkur.com AG, ensuring continuity and stability, which are fundamental to the company’s philosophy. Paul Gauselmann emphasizes that these core values will remain pivotal for the company’s future success.

This rebranding marks a significant milestone in the company’s history, reflecting its evolution while maintaining its commitment to excellence in the iGaming industry.

“The corporate group is becoming increasingly digital and international. The change of name reflects this fact,” says company founder and Chairman of the Management Board Paul Gauselmann. “Both developments will benefit from linking the appeal of our Merkur brand to the company name. The renaming is also a nod to the success of the Merkur brand.”

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