The sale of Microgaming’s portfolio to Games Global two years ago introduced significant challenges in the iGaming sector. This transition has been particularly complex for affiliates and casinos, who have long relied on Microgaming’s well-established brand identity. Players, too, continue to seek out and recognize Microgaming titles, presenting a unique challenge as these games now fall under Games Global’s umbrella.
To delve into these issues, we spoke with Christoffer Ødegården, Head of Marketing at Bojoko.ca, who provided valuable insights into how the industry is adapting and how Bojoko is helping users navigate this branding shift. They themselves still refer to the games as Microgaming games and provide their users with an overview of Microgaming casinos available in Canada. According to him, anything else would be quite disorienting to players.
In this interview, Ødegården discusses the importance of clear communication in guiding players through these changes and the role of Bojoko.ca in ensuring that users still have access to the games they love, even under the new branding. We will also explore the broader industry impact of this sale, including how affiliates and casinos are balancing the legacy of the Microgaming name with Games Global’s new ownership.
It has been two years since Microgaming sold their games and much of their business to Games Global, yet Bojoko.ca and many other affiliates still use the Microgaming name in promoting these games. Why is that?
Christoffer Ødegården: They are still games that were made and released under the Microgaming label. Though they are owned by someone else now, that will never stop being the case. What confuses the issue is that, unlike most acquisitions of slot developers, where the developer continues to exist and a studio, at least in name, the company of Microgaming was not purchased, it was the assets most people associate them with.
The reason Bojoko.ca and many other affiliates still use the Microgaming name is rooted in player familiarity and trust. Microgaming has been a household name in the iGaming world for years, and players have come to associate it with certain standards of quality and reliability. Even though the games are now under the Games Global banner, the Microgaming name carries a lot of weight with players who might not be as familiar with the industry’s internal changes.
From our perspective at Bojoko.ca, continuing to use the Microgaming name helps avoid confusion and ensures that players can easily find and enjoy the games they’re looking for. We’re gradually introducing the Games Global name while keeping the Microgaming brand visible, striking a balance that respects both Microgaming’s legacy and Games Global’s new ownership. It will take a very long time before all, or even most, players become fully aware of what has happened, and it is important that they are still able to find what they are looking for.
How is Bojoko.ca assisting its users in navigating this complex situation?
Christoffer Ødegården: At its heart, it is not that complex. The games are still there, they may simply just be under a different name than players are used to. We prioritise keeping our users informed and confident in their gaming choices. We’ve updated our content to clearly communicate the transition, ensuring that players understand that the quality and enjoyment they expect from Microgaming titles remain intact, even under the new Games Global branding. We also provide detailed reviews and guides that help users identify these games, making the process as seamless as possible.
With players so familiar with the Microgaming brand, how are casinos and affiliates balancing the need to adapt while still catering to player preferences?
Christoffer Ødegården: The key here is gradual adaptation. Many affiliates, including us, and casinos are still referencing Microgaming in their marketing and game listings because that name holds significant weight. At the same time, they’re introducing the Games Global brand in a way that doesn’t alienate players. This often involves dual-branding strategies where both names are used or detailed explanations in communications to ensure players are aware of the transition.
Do you foresee any long-term implications for the iGaming industry as a result of this portfolio sale?
Christoffer Ødegården: Even though it’s been more than two years since the sale, players still massively prefer and search for Microgaming-related terms. This shows just how deeply ingrained the Microgaming brand is in players’ minds. Transitioning to the Games Global brand identity is going to take a long time, probably much longer than initially anticipated. Players have built a strong association with the Microgaming name, and shifting that recognition to Games Global is a gradual process that requires careful and consistent communication over time.
We have previously sat down with Christoffer and discussed two other important topics that anyone in the field of iGaming can relate to, the importance of diversity in payment options, and mobile deposits in particular.
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