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How to conduct rebranding and enrich the brand with new meanings

Published

3 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.

Aglaja Geta

“Stories”, a new feature design to elevate sportsbook engagement and promotional visibility from BETBY

Published

2 hours ago

April 22, 2026

GamingAmericas.com

“stories”,-a-new-feature-design-to-elevate-sportsbook-engagement-and-promotional-visibility-from-betby

BETBY, the leading sportsbook provider, has announced the launch of Stories, a new feature designed to transform how operators present promotions and key events to their players.

Inspired by the widely adopted Stories format seen across social media platforms, the feature introduces a familiar, intuitive way for bettors to discover and engage with content directly within the sportsbook interface.

As competition for user attention continues to intensify, operators face the ongoing challenge of delivering promotions and updates in a way that cuts through the noise without overwhelming the user experience.

Stories addresses this by offering a dynamic, swipeable format that brings key content — such as bonuses, tournaments, major sporting events, and boosted odds — into a more engaging and accessible space.

Fully integrated into BETBY’s sportsbook environment, Stories enables bettors to seamlessly browse through short, interactive content cards, mirroring the mechanics they already use daily on social platforms.

This familiarity plays a key role in driving immediate interaction, lowering the barrier to engagement, and creating additional touchpoints between operators and their users.

By introducing a format that naturally encourages exploration, Stories helps increase visibility across promotional campaigns while supporting higher engagement rates.

Each new Story acts as a trigger for curiosity, prompting users to click through and discover new offers or events, ultimately contributing to improved promo turnover.

The feature feels particularly intuitive to younger demographics, who are already accustomed to this style of interaction.

By aligning sportsbook UX with established digital behaviors, BETBY allows operators to connect with these audiences in a more organic and impactful way.

“Stories is about meeting users where they already are, in terms of how they consume content,” said Aglaja Geta, Head of UX & Analytics at BETBY.

“We wanted to introduce a format that feels instantly familiar, while giving operators a powerful new way to highlight their most important promotions and events.

It creates a smoother, more engaging experience that encourages interaction without adding complexity to the platform.”

From an operational perspective, Stories offers a streamlined way to enhance the front-end experience without requiring structural changes to the sportsbook.

The feature integrates seamlessly, allowing operators to enrich their content strategy while maintaining a clean and intuitive interface.

About BETBY

BETBY is a leading B2B provider of top-tier sports betting services, renowned for its groundbreaking technology and dedication to excellence.

BETBY’s team of industry veterans tap into their knowledge and expertise to deliver a premium, adaptable, and scalable sportsbook platform tailored to meet the varied demands of operators across the globe.

From dynamic in-play betting options to robust risk management tools and ground-breaking AI tools, BETBY is committed to propelling the success of its partners in the rapidly evolving landscape of online sports betting.

For more information visit betby.com

The post “Stories”, a new feature design to elevate sportsbook engagement and promotional visibility from BETBY appeared first on Americas iGaming & Sports Betting News.

BC Brothers

Why BC Brothers is Betting on “Affiliate-as-a-Product”

Published

4 hours ago

April 22, 2026

Wladimir P.

why-bc-brothers-is-betting-on-“affiliate-as-a-product”

The iGaming affiliate industry has a problem, and it begins with the “Top 10” list. For years, the business has relied on a foundation of simple review pages. Walls of text that often prioritize commission rates over user experience. But as players are becoming tired of biased endorsements, the traditional review site is entering its twilight years.

“Look, the industry is at a crossroads,” says Borja Imbergamo, CEO of BC Brothers. “The old playbook, where you rank operators based on who writes the biggest check and then dress it up as expert advice, is just broken. It’s a short-term hustle in a world that’s demanding long-term transparency.”

Imbergamo isn’t just criticizing the status quo. Instead, he is pivoting away from it. He’s pushing BC Brothers toward this ‘Affiliate-as-a-Product’ model, which honestly isn’t just some clever rebranding. It’s a total shift in architecture. Rethinking the whole way an affiliate actually connects a player to an operator from the ground up.

Breaking Free from the Template

For most affiliates, WordPress is the default setting. It’s easy, it’s fast, and it’s predictable. However, late last year, BC Brothers began a quiet migration away from standard content management systems toward self-built platforms. While still in the pilot phase in several territories, the move represents a declaration of independence from the limitations of templated solutions.

“WordPress is fine, but it’s a bottleneck for innovation,” Imbergamo explains. “Moving to our own infrastructure allows us to be a lot more flexible. We can develop features that a standard plugin simply can’t handle. These are still pilots, but we have very high hopes for these platforms to become our future. It definitely requires more SEO checks, resources and dedication, but surely will pay off in long term”

This technical shift allows BC Brothers to move beyond the bridge model, where a site is just a transition point for a player, and toward a destination model.

Building an Ecosystem

The pivot isn’t just about how the sites are built, but what they offer. While conversion remains a goal, BC Brothers is investing heavily in products that prioritize utility over the immediate click. These projects are less about a direct sales funnel and more about becoming an essential part of the sports content ecosystem.

One example is BetBrothers.football, a site designed to deliver all the real-time football data and stats a fan could want. Alongside it sits BBSportNews, an editorial project covering the “beautiful game” from every angle – from breaking transfer news and defining stories to deep-dive tactical analysis.

“We are building an ecosystem, not a funnel,” says Imbergamo. “If we provide a player with real-time match stats they can’t find elsewhere, or analysis that actually informs their perspective, we’ve earned their time. By the time they do decide to play, they don’t have to head back to Google to find some random review site. They’re already inside our brand’s ecosystem. It’s about giving them that full 360-degree value so they never feel the need to look elsewhere.”

By focusing on these utility tools, BC Brothers is actually playing a much smarter game with lead quality. Think about it – a person who spends twenty minutes studying data on a platform you built is a way more valuable player for an operator than someone who just clicks a “Play Now” button because they saw a shiny banner. One is an engaged user making an informed choice. The other is just a random click that probably won’t stick around.

Playing by the Rules

This approach is particularly vital in regulated markets, where BC Brothers exclusively operates. The company maintains a strict policy of working only in regulated jurisdictions and exclusively with licensed operators. Getting their Greek affiliate license this past March was simply the next logical step in that process. For Borja, ignoring grey markets isn’t some moral crusade. It’s just the right way to make sure sports betting stays entertaining and safe for everyone.

“We really believe that working only with licensed operators is the right way to keep sports betting fun and sustainable,” Borja says. “We’re committed to staying compliant and actually helping the industry grow in every market we’re in. Sometimes that means taking the harder path. But for us, it’s a long-term investment in a safe environment that protects the players and makes the whole industry healthier.”

The Future of the “Brothers”

The transition from a content house to a product studio is a high-stakes bet. It requires more capital and a willingness to walk away from the easy wins of the grey market. At the end of the day, it requires more developers too. But as the iGaming affiliate landscape becomes more crowded with much more pressure from all sides, the “middle man” who offers nothing but a link is losing their place.

“The era of the disposable affiliate site is over,” Imbergamo concludes. “The next big leaders in this space will be the ones who treat it like a serious tech company, more like the SaaS world. Players want tools, interaction, personalization, and they want value for their time. We’re basically building the infrastructure for a future where the product does the talking, and you don’t have to ask for trust because it’s already built into the code.”

The post Why BC Brothers is Betting on “Affiliate-as-a-Product” appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

1spin4win

1spin4win & Blask report 7 out of 10 top games in Africa are slots

Published

4 hours ago

April 22, 2026

Wladimir P.

1spin4win-&-blask-report-7-out-of-10-top-games-in-africa-are-slots

The study analyzes key markets across both regions, including South Africa, Nigeria, Ghana, Brazil, Mexico, and Argentina. Using real-time data on game placement and player demand, the research provides a clear view of what content operators prioritize and what resonates most with players. The report also features insights from operators such as BetPawa and MSport, adding industry perspective to the data-driven analysis.

One key finding is that slots continue to dominate across both regions. In Africa, they account for 71% of the Top 30 games featured in casino lobbies, while in Latin America, they make up 67% of the Top 30 games analyzed — outperforming both crash and live formats.

At the same time, the data shows that what operators place in lobbies does not always match what players are actually looking for. Some of the most searched-for games are not prominently featured or are missing from lobbies altogether.

For 1spin4win, this report is part of their broader expansion strategy across Africa and Latin America. The provider began actively extending its presence in these markets in 2025, strengthening partnerships with local aggregators and refining its product strategy to better align with regional player preferences. These include mobile optimization and fast loading and smooth performance even on weak internet connections. In Africa, these efforts led to a 9.2x increase in the number of bets.

Olga Hlukhovskaya, Business Development Director at 1spin4win, “At 1spin4win, we place strong emphasis on working with data. It’s at the core of how we approach product development. We focus on understanding player preferences and making informed decisions that help us deliver experiences that truly resonate with our audience.”

Ilya Batcherikov, Blask CPO, commented, “By aggregating non-branded search data at scale, we help teams understand what players are actually looking for in each market — often before those trends become visible inside the product. This allows operators to move from reactive content strategies to proactive ones, aligning supply with real-time demand and capturing value that would otherwise be missed.”

Full insights from the research are available in the report “What’s hot in LATAM and Africa” on the Blask website.

About 1spin4win

1spin4win is an established game provider founded in May 2021 by ambitious developers with over 15 years of experience in the gambling industry. Since its inception, the company has expanded its portfolio to include over 200 classic online slots, all characterized by quality mathematics, transparent mechanics, and well-balanced gameplay — key factors that drive strong player retention. The studio aims to release an average of four new games each month in 2026 and offers effective promotional tools for casino operators to help them enhance player loyalty.

The post 1spin4win & Blask report 7 out of 10 top games in Africa are slots appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.