Microgaming Announces Brand Refresh and New Strategic Focus

Microgaming, a pioneer in the igaming industry for over three decades, is entering its fourth decade with a significant rebranding of its corporate and Play It Forward websites. This rebranding signifies a pivotal moment for Microgaming, underscoring a strategic realignment towards its foundational role as a premier platform software provider, a distinction it has maintained since its founding in 1994.

Despite the preservation of its well-recognized name and logo, reflecting the company’s enduring legacy and evolution, the visual refresh introduces a modern aesthetic, dynamic design elements, and an emphasis on its workforce. This shift marks a strategic departure from Microgaming’s role as a content aggregator, reinvigorating its core identity as a technology and software provider. This transition was catalyzed by the acquisition of key Microgaming assets by Games Global in 2022, including its distribution operations and online game portfolio.

The revamped brand messaging highlights Microgaming’s industry-leading technology that processes over 210 million bets daily, enabling top online gaming brands to offer gaming and sports betting services efficiently and responsibly. This new brand direction reflects not only Microgaming’s storied past but also its ambitious vision for the future.

Microgaming’s commitment to diversity, inclusion, and innovation has garnered over 20 industry accolades. The development of the new brand narrative was a collaborative effort, with significant contributions from staff, embodying the company’s people-first philosophy. In celebration of this new chapter and to honor the contributions of its team and partners, Microgaming is planning a significant celebration event in June, marking its continued evolution and leadership in the igaming space.

Alex Wilson, Head of Marketing at Microgaming, said: “We’re incredibly excited to be able to announce the rebranding of the corporate and Play It Forward websites at Microgaming in a move that will not only breath fresh visual life into our brand, but also redefine who we are as a business.

“Having been in the industry for 30 years, the repositioning of our value proposition will see Microgaming get back to its roots as an established corporate platform software and technology provider while simultaneously celebrating the people who’ve helped get us to where we are today. As such, it marks the start of what promises to be a transformative journey for the company as we enter a new chapter in our development and we can’t wait to share it with our iGaming peers.”