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How to conduct rebranding and enrich the brand with new meanings

Published

2 years ago

September 18, 2023

Wladimir P.

Reading Time: 4 minutes

Deputy CEO of Pokerbet Igor Terebinov

How do you think rebranding helps businesses and why do big companies do it?

Rebranding is a powerful tool that can give a new breath and direction to a business. Large companies rebrand in order to achieve several significant benefits.

First, rebranding allows companies to adapt to an ever-changing market and consumer demands. Updating the look and image of the brand helps keep it relevant, attract new customers and retain existing ones.

The second benefit is audience expansion. A change in image or positioning can help attract new market segments.

Sometimes rebranding can be associated with a change in a company’s strategy. It can help express new brand values, principles and goals, making the brand more modern and relevant.

However, it is important to note that rebranding requires careful research and analysis of the target audience to avoid losing loyal customers. Successful rebranding means balance between preserving brand authenticity and introducing innovations that can provide new impulse for business development and maintain its competitiveness in the market.

PokerMatch has become Pokerbet. Why did such a big stable company with such a recognizable logo need a rebranding?

The decision to rebrand PokerMatch was driven by strategic and market factors. While stable and recognizable, it was important for the brand to remain relevant and adapt to the changing demands of the industry.

We set ourselves the ambitious goal of changing customer perceptions of the company and repositioning the brand. The desire for a complete rethink of values, approach and technological innovation was our driving force. We sought to transform PokerMatch into a more adaptive business, responsive to new trends and audience preferences.

The refreshed Pokerbet aims to provide a wide range of iGaming services beyond just the poker vertical. The rebranding has successfully reflected the new directions and diversified the updated product portfolio.

How has the brand philosophy changed?

First of all, when considering a change in brand philosophy, it is important to understand that we are talking about a change in its direction and expansion, not a complete revision. The company’s philosophy has always included a sports component, and this remains unchanged. Thus, in the rebranding process, this component has simply expanded. Previously, the brand slogan was “Poker is your sport.” Now we are promoting the idea that everyone can choose the product vertical they like, as the brand portfolio has become more diverse with sports betting. As a result, the slogan has undergone some changes and now it’s “Choose your sport”. The expansion of the product range has changed the brand philosophy, allowing it to interact with a wider audience of users and become more visible and recognizable.

Why the crown?

The choice of the crown as a symbol was quick and reasonable. However, it is worth emphasizing that we took into account its popular use in the context of gambling. The symbolism we sought to convey through the visualization of the crown refers more not to the gaming element, but reflects the trinity of verticals that are united in the renewed brand portfolio: betting, poker and casino. Our main goal was to make this symbol a recognizable and independent element. The crown is our brief logo and is also used as an independent unit in elemental identity on merch, display advertising and many other configurations. Just as importantly, this graphic element has gained popularity among our users due to the symbolic eye that draws attention and seems to look out from under the crown. In the future, we plan to integrate this element as an icon in our advertising campaigns.

How long did it take to prepare and implement the rebranding?

It is important to note that the rebranding process was not constrained by a clear timeframe and exact launch date. At the initial stage of the project, there were no defined boundaries and it evolved as key decisions were made about the need to give the brand a new look. In terms of timeframe, we can say that after the concept and strategic vision were approved, it took about six months to prepare and implement the rebranding.

How did your audience respond to the changes?

The rebranding was well accepted by the brand’s audience. We received a significant amount of positive feedback and reactions. The name change and image update aroused interest and attention, which is confirmed by the activity of our followers in social networks, discussions on forums and feedback through various communication channels.

We, in turn, gave users an opportunity to get reacquainted with the brand by organizing tournaments with good prizes and other pleasant surprises.

The overall audience reaction to the rebranding was an inspiring and motivating factor for our entire team.

What was the most challenging part of the rebranding process for you personally?

One of the biggest challenges was striking a balance between keeping the old brand recognizable and making the necessary changes to update and adapt.

Before deciding which brand elements to keep and which to change, my team and I had a lot of discussions and analysis. We wanted to make the rebranding visible and inspiring to attract the attention of new customers, but also take into account the expectations of the old audience. The changes had to be a balance between innovation and tradition.

It was also a challenge to maintain unity in the team during the change process. Rebranding involves many aspects, and it was important that each team member shared a common vision and goals. This required each department manager to communicate, harmonize and incorporate the opinions of each employee.

What are the current challenges the brand is facing? What will you identify as success?

A rather big challenge, even during the operation of the past brand, was a high-quality entry into new markets, which would allow the company to take a key position in the industry among competitors in a particular market. However, at this point in time, we cannot claim that we have been able to achieve this goal. Although we are present in several markets, we cannot claim to be the leading brand in any of them. Thus, a sign of success would be to achieve leadership status not only in the home market but also in foreign markets.

Therefore, the first significant achievement after the rebranding will be a strong presence and activity in external markets, where we aim to take a leading position in terms of recognition, engagement and business activity of our brand. In the medium term, we are also focusing on two specific markets for which we already have expansion plans and strategies in place.

2026 Tech Partnerships

eyeDP Partners with idvcheck to Provide Anti-Money Laundering Solutions

Published

34 minutes ago

January 15, 2026

Wladimir P.

eyedp-partners-with-idvcheck-to-provide-anti-money-laundering-solutions

eyeDP, the innovative provider of AI-powered document verification technology, has announced a strategic partnership with idvcheck, an international identity verification and customer acquisition specialist.

Per the partnership, eyeDP’s Anti-Money Laundering (AML) services will be integrated into the idvcheck platform, enhancing existing systems to help clients maintain their AML obligations across iGaming, fintech, financial services, and other regulated sectors.

Additionally, idvcheck will integrate eyeDP’s core document verification services including data extraction from unstructured documents; AI-powered data summarisation; content validation; and document tamper and fraud detection. to boost efficiency across its service offering.

This two-way partnership will see idvcheck’s manual review and forensic investigation workflows being fully integrated into eyeDP’s platform, providing built-in failsafe for cases that cannot be automatically verified or more sophisticated requests that require further intervention. This combination of AI-powered verification and human expertise will provide the highest quality document verification and AML protection in the market.

idvcheck currently verifies documents from around 200 countries worldwide, specialising in white-labelled customer acquisition services. By integrating eyeDP’s AML technology, idvcheck will be able to process a higher volume of straightforward cases, more efficiently, whilst enabling its team to focus their expertise on more complex tasks.

Jess Whitehouse, Director of Customer Operations, at eyeDP, said: “This partnership gets 2026 off to a strong start for eyeDP as we continue to grow and establish ourselves as one of the leading document processing companies on the market.

idvcheck has a strong, international presence that will allow our platform to showcase its ability on a larger scale. Together, we can continue to develop identity and document verification solutions that provide efficient, reliable safety checks for our partners.”

Andy Pinks, Chief Operating Officer at Idvcheck, said: “During extensive testing, the benefits of integrating eyeDP’s technology into our existing infrastructure became quickly apparent. Although (at least in its current form) AI cannot replace human experience, the symbiosis of human and artificial intelligence has created immediate operational improvements. This enables us to deliver a more cost-effective and time-efficient service, to all markets, without compromising on quality.

We are excited to be working in partnership with eyeDP to deliver new and innovative products that satisfy the ever-evolving needs of our clients.

The post eyeDP Partners with idvcheck to Provide Anti-Money Laundering Solutions appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

iGaming

Vegangster Integrates OnAim Gamification Platform to Drive Player Engagement

Published

34 minutes ago

January 15, 2026

Wladimir P.

vegangster-integrates-onaim-gamification-platform-to-drive-player-engagement

iGaming operators on the Vegangster platform can now launch configurable gamification campaigns designed to increase player engagement and retention across casino and sportsbook products.

Vegangster has completed a direct integration with OnAim Architecture, embedding its gamification toolkit into the Vegangster ecosystem. The partnership gives operators access to a full suite of engagement features, including leaderboards, reward bars, raffles, Journey Path, a unified Coin and Prize system, ready-to-use templates, and a rich library of mini-games, all managed directly within the platform.

All OnAim features available on Vegangster are fully customisable, from timeframes and prize logic to visual branding. Promotions can be created in minutes and triggered by real player actions such as bets, wins, and logins, enabling operators to run campaigns that feel timely and relevant without added operational complexity.

Through the OnAim Architecture, operators can quickly launch campaigns designed to boost retention, support upsell strategies, or achieve specific KPIs. Engagement can be scaled using a broad range of gamification tools or accelerated with pre-built promotion templates based on proven feature combinations. The toolkit is completed by a drag-and-drop Landing Page Builder, allowing teams to create unlimited, fully branded promotion pages in minutes.

“Operators told us they needed gamification that could scale without technical bottlenecks slowing down every campaign,” said Michael Oziransky, Chief Product Officer at Vegangster. “The OnAim integration delivers exactly that: configurable features that marketing teams can deploy independently and tie directly to player behaviour triggers.”

“By integrating at the core level with Vegangster, we’ve made gamification even more accessible and easy to use. Partners can create fully gamified promotions directly from their platform, starting from scratch or using our proven template system. Campaigns can be launched in minutes, and we’re setting out to build playable, engaging, and fully customisable experiences that turn engagement into real impact,” said Lasha Kalandadze, CTO at OnAim.

The OnAim gamification toolkit is now available for all Vegangster operators. Existing clients can activate gamification features through their account management teams, with campaign configuration managed directly within the Vegangster back office. New operators can access OnAim tools during onboarding as part of their standard platform setup.

Live demonstrations of the partnership will be available at ICE Barcelona, Fira Barcelona Gran Via, 19–21 January 2026. Visit Vegangster at stand 1E20.

About Vegangster

Vegangster provides a full-stack iGaming platform engineered for speed, scalability, and operator control. Its turnkey, white-label, and sweepstakes solutions integrate casino and sportsbook content, payments, CRM, compliance, and social features into a single mobile-first system. With Vegangster, operators can launch quickly and scale with confidence.

About OnAim

OnAim is a no-code gamification-as-a-service platform for iGaming operators, empowering teams to create and optimise gamified experiences in minutes while converting engagement into retention and lasting player loyalty.

Press Contact:

Romans Kozlovskis

Senior Content & PR Manager

[email protected]

The post Vegangster Integrates OnAim Gamification Platform to Drive Player Engagement appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Formula 1

Excellence Isn’t Measured by Promises: PlayamoPartners, Tag Heuer, and the Logic of Formula 1

Published

34 minutes ago

January 15, 2026

Wladimir P.

excellence-isn’t-measured-by-promises:-playamopartners,-tag-heuer,-and-the-logic-of-formula-1

In iGaming, premium isn’t a promotional stunt. It’s a standard—measured in consistent payouts, high-quality traffic, and performance that earns recognition. PlayamoPartners × TAG Heuer × Formula 1.

The iGaming space has long mastered the art of noise. Hype comes easy. But increasingly, growth is being substituted with spectacle—trips, stunts, one-off “wow” events.

Helicopters, yachts, exotic getaways—they look impressive, sure. But they rarely offer what partners truly need: predictability, respect for business models, steady communication, and clear rules of engagement. The issue isn’t the price tag—it’s the absence of structure.

The question for the market is simple: is premium about the show—or about trust?

True premium doesn’t scream for attention. It selects, sustains, and rewards. Just like in Formula 1, success isn’t driven by emotion or chance—but by discipline, team coordination, and timing.

An Industry Like a Race: Speed Without System Equals Loss

iGaming often operates like a sprint—fast onboarding, fast boosts in numbers, fast pivot to the next offer. In that model, partners become disposable.

But speed only matters when paired with the right conditions: a skilled team, reliable tools, strict discipline, and transparent processes. Without them, speed breeds chaos—and every mistake comes at a cost. The faster you go, the more expensive it gets.

A premium partnership plays the long game. It’s stable, not flashy. Clear KPIs. Repeatable workflows. Predictable payouts. In this race, the winner isn’t the one who accelerates the fastest—it’s the one who handles every curve with control.

PlayamoPartners is built for this. The system favors quality traffic—PPC, SEO, media buys. Fraud and shortcuts aren’t tolerated—not as a rule, but as a principle. Partnership requires both sides to meet the same standard.

There’s one hard line: incentive traffic is strictly forbidden. Bidding on brand keywords in PPC/SEO? Fully prohibited. No shortcuts. No cheap wins. Quality over quantity.

The Payout Model: Stability as a Signal

Premium isn’t about grand gestures—it’s about reliability. At PlayamoPartners, payouts are consistent. Hold times max out at two weeks for FB, ASO, UAC, In-App, PWA. Most sources have zero delay. In a space full of promises, predictability is the real currency of trust.

Another mark of maturity: PlayamoPartners only works with in-house products. Full control from A to Z. No external handoffs. No diluted responsibility. Just a clear decision-making chain.

That’s why premium here doesn’t feel artificial. It feels like regulation. In Formula 1, regulation is the law of the industry.

Why TAG Heuer Fits

TAG Heuer isn’t a name-drop—it’s a symbol. Of precision. Of longevity. Of performance when timing matters most. A brand historically trusted to measure time where every fraction of a second matters. In that world, status doesn’t come from loud promises. It comes from control, consistency, and discipline.

In 2025, TAG Heuer returned to Formula 1 as its official timekeeper.

That’s not coincidence. It’s a statement. That time isn’t metaphor — it’s a tool for mastering results.

Back in 1969, TAG Heuer became the first luxury brand to place its logo on a Formula 1 car. In 1971, the first to sponsor a team. That wasn’t trend-following. That was trend-setting.

And in 2025, TAG Heuer became the first-ever title sponsor of the legendary Monaco Grand Prix — a race synonymous with elite competition, invitation-only access, and status earned, not staged.

Perhaps most telling: TAG Heuer’s partnership with McLaren lasted from 1985 to 2015.

Thirty years. That’s not hype — that’s resilience. And it’s exactly the logic premium programs should operate on.

How PlayamoPartners Rewards — Without Selling

In this market, rewards often come dressed as sales tactics. At PlayamoPartners, it’s different.

Premium Rewards is a private system. Not a storefront. Not a spectacle. The rewards aren’t bait—they’re a quiet, logical endpoint in a well-run system.

Those who get rewarded are the ones who play the long game. No shiny one-hit wonders. Just consistent, qualified results.

No raffles. No promises of “everyone wins.” Just clear criteria: quality, volume, and stability.

Partner rewards include:

TAG Heuer timepieces
MacBook Air
iPhone 17 Air
AirPods Max

Not giveaways. Not clickbait. You have to earn them. In an industry that often tries to buy loyalty with noise, this approach is intentionally quiet. And all the more convincing.

What’s Really on Offer

Not gadgets. Not even rewards. What PlayamoPartners offers is a system—one built on performance and reliability. One where partners are treated as value-creators, not variables. Where execution speaks louder than emotion. Where premium is simply the default mode of operation.

Confirmed by scale: 10,000+ active partners. A decade in the game.

Geography & Growth

PlayamoPartners operates globally but focuses on Tier-1 markets. Priority geos include:
Canada, Australia, DACH, Greece, Spain, Italy, Portugal, Poland.

Restricted geos:
USA, UK, Israel, Netherlands, France (including territories), Baltics, Ukraine, Belarus, and selected African and Asian markets.

Why? Because selectivity is part of quality.

Models & Terms

Available iGaming models: CPA, RevShare, Hybrid. Deals are negotiated individually based on traffic quality, placement terms, and lead performance. Because in a mature system, numbers aren’t slogans—they’re the product.

The Portfolio

PlayamoPartners manages 17 in-house brands:

Playamo, Bizzo Casino, Dragon Slots, Avalon78, National Casino,
20Bet, Woo Casino, CasinoChan, Cookie Casino, Bob Casino,
Mason Slots, Spinia, Limewin, BetAmo, Spinando, Betchan, Granawin.

Again, the Formula 1 logic applies: it’s not about one star car—it’s about the strength of the whole team.

That team is held together by clear traffic policies, incentive bans, predictable payouts, and calm, respectful communication. The kind of environment where the story isn’t “how fun it was,” but “how clear it was.”

This isn’t another offer. This is real business.

Final Lap

Premium affiliate programs operate by a different logic. Rewards aren’t promotional props—they’re a mark of recognition. Built on strict discipline: vetted sources, transparent rules, proven systems, steady payouts, and deliberate decisions.

TAG Heuer stands as a symbol of precision, endurance, and results over time. In tandem with Formula 1 thinking, it shapes a clear thesis:

Premium isn’t about shine. Premium is about how well things work.

Barcelona IGB 2026.

Booth 81-M10

If you’re operating at that level—you’ll know it right away.

The post Excellence Isn’t Measured by Promises: PlayamoPartners, Tag Heuer, and the Logic of Formula 1 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.