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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.

Casino Technology

Spintec Shines at ICE Barcelona 2026 with Innovative Electronic Table Games and Jackpots

Published

3 hours ago

February 3, 2026

Wladimir P.

spintec-shines-at-ice-barcelona-2026-with-innovative-electronic-table-games-and-jackpots

Spintec took center stage at this year’s ICE Barcelona, captivating visitors with a stunning array of electronic table games, interactive experiences, and high-impact jackpots under The Merkur Group’s motto: “Spin with Power. Shine in Color.”

As one of the largest exhibitors, Merkur consistently drew large crowds, showcasing their latest innovations with entertaining presentations and immersive gaming setups.

Charisma Eye: Multi-Game Entertainment for 12 Players

Spintec’s Charisma Eye setting stole the spotlight, designed for up to 12 players. This versatile setup combines a roulette wheel and a dice shaker, allowing players to enjoy roulette, SicBo, and Craps simultaneously or individually. Enhanced with varied payouts, multipliers, and two thrilling jackpots—Galactic Jackpot on roulette and Dragon Jackpot on SicBo—Charisma Eye delivers nonstop excitement for both casual players and high rollers.

Galactic Spin: Three Roulette Games in One

Another major highlight was Galactic Spin, Spintec’s flagship roulette game. This year, the latest version integrates three game modes: classic roulette, Hot Spot, and Galactic Spin. Players can easily switch between modes, all designed to offer highly immersive and engaging gameplay.

Enhanced User Interface for Multi-Game Play

To elevate the player experience further, Spintec introduced a new touchscreen interface that splits the display, allowing players to monitor up to four games simultaneously. When one game becomes particularly engaging, it can expand to full screen, giving players complete control over their gaming experience.

Bestsellers That Continue to Impress Globally

ICE attendees also explored Spintec’s best-selling table games:

Charisma Amphitheatre: Ideal for live tournaments, this setting offers a wide variety of games playable at the same time, enhanced with vibrant graphics tailored for LED walls.
Charisma Stand-Alone: Perfect for individual players, featuring game selector buttons for smooth transitions and fully independent operation.
Charisma Blackjack (5 Play Stations): Brings the thrill of live blackjack to multiple players with five innovative side bets, capable of multiplying winnings up to 320x.
Charisma Roulette (8 Players): Spintec’s proven global bestseller, featuring Galactic Spin, GLI-certified technology, high visibility of the roulette wheel, and a two-sided LED animated topper for added flair.

Spintec at ICE 2026: Innovation Meets Player Engagement

From multi-player roulette and blackjack to immersive interfaces and high-value jackpots, Spintec reinforced its position as a leader in electronic table games. ICE Barcelona 2026 offered visitors the chance to experience firsthand the combination of player comfort, dynamic gameplay, and innovative design that continues to set Spintec apart in the global gaming industry.

The post Spintec Shines at ICE Barcelona 2026 with Innovative Electronic Table Games and Jackpots appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

betting solutions

GoldenRace and Spinmatic Partner with Lynon in Global iGaming Distribution Deal

Published

3 hours ago

February 3, 2026

Wladimir P.

goldenrace-and-spinmatic-partner-with-lynon-in-global-igaming-distribution-deal

GoldenRace and Spinmatic, both part of Softquo Holding, have entered into a global distribution partnership with Lynon, an all-in-one iGaming platform, to integrate their full portfolios of Virtual Sports and Slots into the Lynon ecosystem.

The strategic agreement significantly expands Softquo’s global reach, making GoldenRace’s industry-leading Virtual Sports and Spinmatic’s innovative slot games available to a broader international audience. Under the terms of the deal, Lynon will gain access to the entire game libraries of both providers, enabling operators and players worldwide to benefit from high-performance, market-ready betting and gaming solutions.

Strengthening Lynon’s iGaming ecosystem

By adding GoldenRace and Spinmatic content, Lynon enhances its offering with some of the most advanced Virtual Sports and Slots products currently available. The integration further positions Lynon as a comprehensive iGaming platform capable of delivering diverse, engaging content to regulated markets across multiple regions.

The partnership also reinforces the market leadership of GoldenRace and Spinmatic, whose combined expertise spans data-driven Virtual Sports, immersive slot mechanics, and scalable global distribution.

“Teaming up with Softquo allows us to deliver a double-edged competitive advantage to our partners,” said Sona Grigoryan, Partnership Manager at Lynon. “By combining GoldenRace’s Virtual Sports expertise with Spinmatic’s creative slot excellence, we are significantly enhancing the value of the Lynon ecosystem on a global scale.”

Expanding Softquo’s international footprint

Softquo CEO and Founder Martin Wachter highlighted the agreement as a reflection of growing global demand for the group’s products and technology.

“Our teams are working incredibly hard to ensure we keep growing worldwide and bringing our top-tier products to players in every corner of the globe,” Wachter said. “This agreement with Lynon shows that leading industry platforms recognise the value of our portfolio. We are delivering the best tools to help our partners engage players and drive sustainable growth, and we are pleased to see our international footprint continue to expand.”

Global demand for Virtual Sports and Slots

The partnership underscores the increasing worldwide appetite for Virtual Sports and premium slot content, as operators look to diversify offerings and improve player engagement. By aligning with Lynon, GoldenRace and Spinmatic further strengthen Softquo’s position as a global supplier of innovative, high-quality iGaming content.

The post GoldenRace and Spinmatic Partner with Lynon in Global iGaming Distribution Deal appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

BMM Innovation Group

BMM Testlabs Secures Minas Gerais License, Expanding iGaming and Sports Betting Certification in Brazil

Published

3 hours ago

February 3, 2026

Wladimir P.

bmm-testlabs-secures-minas-gerais-license,-expanding-igaming-and-sports-betting-certification-in-brazil

BMM Testlabs, the world’s longest-established gaming test laboratory, has been officially granted approval and accreditation as a Testing and Certification Laboratory in the Brazilian state of Minas Gerais, significantly expanding its regulated footprint in one of Latin America’s fastest-growing gaming markets.

The authorization, issued under the state’s formal lottery regime Loteria do Estado de Minas Gerais, allows BMM Testlabs to test and certify fixed-odds iGaming and sports betting products, including online sports wagering and instant games offered through LotoMinas.bet. The approval marks another key milestone in BMM’s long-term expansion strategy across Brazil’s evolving regulatory landscape.

Strategic expansion in Brazil’s second-largest state

Minas Gerais is Brazil’s second-largest state, home to more than 21 million residents and a major economic center in the country’s southeast region. Entry into this jurisdiction positions BMM Testlabs to support regulators, operators, and suppliers as the state develops its regulated online gaming and sports betting ecosystem.

With the Minas Gerais license, BMM Testlabs is now fully authorized to test and certify regulated gaming products across five Brazilian jurisdictions, including:

Federal-level accreditation in Brazil
State-level accreditation in Minas Gerais
State-level accreditation in Paraná
State-level accreditation in Maranhão
State-level accreditation in Rio Grande do Norte

This expanding portfolio reinforces BMM’s role as a trusted compliance partner in Brazil’s rapidly formalizing gaming sector.

Supporting regulators and sustainable market growth

Marzia Turrini, President of iGaming & Cybersecurity at BMM Testlabs, said the approval underscores the company’s commitment to supporting Brazil’s regulators and licensed suppliers with independent, high-quality testing services. “As the Brazilian market continues to evolve, regulators and suppliers require testing partners with deep technical expertise, global experience, and strong local knowledge,” Turrini said. “We are proud to support Minas Gerais with independent testing and certification services that help protect players, strengthen regulatory confidence, and enable sustainable market growth.”

Global experience with deep local reach

Founded in 1981, BMM Testlabs is the longest-standing private independent gaming certification laboratory in the world. The company has spent more than four decades testing and certifying a full range of gaming products, including land-based gaming systems, online and iGaming platforms, sports betting, lottery solutions, and emerging digital wagering technologies.

BMM has been recognized for its regulatory leadership, winning the Vixio Global Regulatory Award for Testing Service or Solution Provider of the Year in both 2024 and 2025. The company authored the first independent gaming standards in 1992 and the first online gaming standards in 2001, helping shape modern compliance frameworks worldwide.

Innovation, cybersecurity, and global scale

In addition to traditional testing and certification services, BMM operates the BMM Innovation Group (BIG), which delivers advanced technology solutions focused on cybersecurity through BIG Cyber and professional training through RG24seven Virtual Training.

BMM Testlabs employs more than 800 professionals across 16 global locations and holds more than 700 licenses worldwide, enabling it to support regulators and gaming suppliers across mature and emerging markets. The company’s global headquarters are in Las Vegas, with offices throughout the Americas, Europe, Africa, Asia, and Australia, including a growing presence in Brazil.

With its new Minas Gerais accreditation, BMM Testlabs continues to solidify its position as a leading testing and certification authority for Brazil’s regulated iGaming and sports betting market.

The post BMM Testlabs Secures Minas Gerais License, Expanding iGaming and Sports Betting Certification in Brazil appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.