Joining Scientific Games (Light & Wonder) and brands such as GVC Holdings (Entain) EGT Interactive Rebrands in view of Amusnet to modernise the brand! (Image from egt-interactive.com)
The iGaming market is still one of the fastest moving industries online. For that matter, the industry arguably produces far more changes than the financial, fashion, and even the computer gaming sectors. Rebranding, acquisitions, mergers, regulatory changes, and plenty more are all commonplace. And once again the every-changing iGaming platform throws another spanner in the works as EGT Interactive rebrands to Amusnet Interactive reported by via the company news channel.
EGT Interactive has only just entered into the live casino side of online gambling, while the company is already a well-known iGaming software solutions provider, video slot developer, and virtual table game creator, while the online casino game design team also dabbles in Lotto, Keno, video poker, and speciality games. Its most popular series is the ‘Burning’ collection, which includes Burning Keno and a line of slot titles such as Burning Hot, 20 Burning Hot, 40 Burning Hot, 100 Burning Hot, Burning Hot 6 Reels, and more.
Information on the EGT Interactive news page did not specifically give us a timeline as to when the new Amusnet Interactive brand name will fully replace the current EGT Interactive branding. However, the news report explains the reasons as to why the company has taken the decision for the name change, stating it reflects on the iGaming firm’s continuous desire for development and innovation. Via the new branding, EGT (Amusnet) wants to combine classic iGaming with innovative entertainment in the sphere.
Amusnet.com: The Amusnet website is already in place featuring back office and account management services covering countries such as Spain, Sweden, Portugal, Belgium, Germany, Malta, Bulgaria, Italy, and more. However, for the time being, when clicking on the brand’s product line of games, the website currently takes you to the EGT Interactive website which displays ‘Slot Games’, ‘Video Pokers’, ‘Table Games’, ‘Keno’, and ‘Game Features’. Under the table games section, the EGT Interactive live casino is available.
EGT Interactive Joins a Long List of Companies to Rebrand
As the iGaming industry pushes forward into a new era in which VR and the metaverse are very much part of the conversation, rebranding for today’s millennials is likely a factor in the decision-making process. If we rewind to marketing theories, or if you have studied marketing at all, branding is a core subject. Some marketing experts, such as Phil Kotler, believe that in the early dawn of the industry, bland brand names can still become successful, but as the industry evolves, rebranding becomes commonplace.
iGaming has been around since 1994 when Microgaming released the first online casino, complete with virtual tables and slots. It is an industry that has matured to almost 3 decades in the making. For some companies, the lack of early competition meant the business could flourish, but eventually, new competitors with brand names already thought out to match the current era of iGaming put pressure on the big guns using out-of-date brand names. As a result, we are now seeing a flurry of rebranding.
- Scientific Games: Recently Scientific Games announced it would rebrand to Light & Wonder. Quite how this will affect Authentic Gaming acquired by Scientific Games is not known.
- BetGames.TV: The live dealer brand decided to change its name to simply BetGames.
- Evolution Gaming: Now the brand is simply known as ‘Evolution’ after dropping ‘Gaming’ from its name.
- BetConstruct: Creedroomz live will become the new name for the live casino studios that first began under the BetConstruct brand name.
- Ezugi: Ezugi didn’t entirely rebrand pe say, but the live dealer brand has added ‘Smart Move’ to its name
- GVC Holdings: GVC Holdings decided an innovative name was well overdue, and I tend to agree. Entain is the far more appealing new name for the brand.
- Unibet Group Plc: In 2016, the brand’s shareholders voted to change the name to Kindred Group, which came into effect in 2018.
US Operations: Maybe it’s a coincidence, but EGT Interactive and Scientific Games happen to be major software suppliers in the US. A market that has only just begun to reintroduce iGaming to 6 states and online betting to roughly 18 states so far. Both brands possibly factored in the US market as another part of the decision-making process to introduce a brand name more appealing to the US domestic market.