Celebrating 30 Years, Microgaming Comes With New Brand Identity

Microgaming is celebrating its 30th anniversary by unveiling a new look for its corporate and Play It Forward websites, signaling a fresh chapter in its history. This rebranding effort is more than just a change of style; it’s a strategic move to highlight the company’s return to its original role as a premier provider of platform software, a position it has held since its start in 1994.

Despite the changes, the Microgaming name and logo will stay the same, honoring the company’s long-standing heritage and three decades of growth. The refreshed visual identity aims to modernize the brand with lively designs and a focus on its team, reinforcing Microgaming’s commitment to its people.

This shift back to its foundational services was partly influenced by Games Global’s acquisition of key parts of Microgaming’s business, including its distribution operations and online game collection in 2022. This strategic pivot underscores Microgaming’s emphasis on its software and technology solutions that support over 210 million bets daily, enabling leading online gaming brands to offer games and sports betting smoothly and responsibly.

Microgaming’s journey has been marked by over 20 industry awards and a dedication to workplace diversity and inclusion. The decision to refresh the brand’s identity reflects not just executive planning but also the active participation of its staff, underscoring a team-oriented culture.

In June, Microgaming plans to celebrate this significant milestone and its rebranding with an event that pays tribute to the people and partnerships that have contributed to its status as a leader in the iGaming industry.

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Alex Wilson, Microgaming’s Head of Marketing, expressed enthusiasm about the rebranding, emphasizing the company’s aim to rejuvenate its image and reaffirm its core identity as a technology and platform software provider. He 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.”

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