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How to conduct rebranding and enrich the brand with new meanings
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.
Aphrodite Legends of Olympus™
Inspired Expands Portfolio with Three New iGaming Slots: THE GREAT EGGSCAPE™, APHRODITE LEGENDS OF OLYMPUS™, GOLD FEVER MINE ALL MINE™
Inspired Entertainment, Inc., a prominent B2B provider of gaming content, systems, and solutions, has announced the launch of three new titles—The Great Eggscape
, Aphrodite Legends of Olympus, and Gold Fever Mine All Mine—across the UK and Malta iGaming markets.
The Great Eggscape introduces Big Money Chase, delivering a dynamic, farm-themed slot experience. The game features colorful characters, innovative progression mechanics, and engaging bonus opportunities. In the base game, the Farmer and Chicken collect cash prizes while Egg symbols contribute to building a progressive nest feature, which can activate surprise prize pots or Free Spins at any time. When both the Farmer and Chicken land together, players dive into an exhilarating Free Spins Bonus round, where the duo gathers prizes along separate Bonus Trails to boost multipliers and winning potential. The chase persists until the Farmer catches the Chicken, allowing further chances to extend the Bonus and earn more rewards. With dynamic reel modifiers, multiple RTP settings, and advanced options like Bonus Buy, Gamble, Fortune Spins, and Fortune Bet, this title offers operators a compelling gaming experience tailored to enhance engagement and encourage frequent play.
Aphrodite Legends of Olympus, featuring Triple Hit Combo, adds a captivating entry to the Legends of Olympus series. With a vibrant Greek mythology backdrop, the game incorporates stunning visuals, interactive progression systems, and enriched bonus gameplay. A standout feature is Aphrodite’s Extra Lives mechanic, which injects lasting excitement into the Win & Spin Bonus. Players work towards unlocking one of three thrilling Free Spins Bonus rounds through three progressively filled pseudo-persistent bags. Aphrodite’s heart coins can refill lives, delivering dramatic recoveries and extending playtime during bonuses, while expanding rows, increased multipliers, and growing coin values ramp up potential wins. Complemented by features such as Bonus Buy, Gamble, and multi-level Fortune Bet functionality, this title combines aesthetic appeal with innovative features for high entertainment value and significant win opportunities.
Gold Fever Mine All Mine brings an adventurous mining theme to the successful Golden Winner framework. It blends well-established mechanics with a unique pseudo bonus choice feature that empowers players with added control over their reward strategies. A Miner character collects values during Fortune Spins and Free Spins Bonus rounds, which are enhanced by a progressive trail that advances with each additional Miner collected. The Golden Nugget feature provides a thrilling risk-and-reward element, allowing players to choose between extra Free Spins or higher multipliers as their rewards escalate. Equipped with features like Fortune Bet, Fortune Spins, Gamble, and Bonus Buy, this slot promises an engaging experience filled with opportunities for extravagant golden wins.
Commenting on these launches, Claire Osborne, Managing Director of Interactive at Inspired Entertainment, stated:
“These new titles perfectly reflect the diversity and innovation of our expanding digital games portfolio. By blending tried-and-tested mechanics with fresh themes, creative progression elements, and exciting bonus features, we’re providing players with highly entertaining experiences designed to engage them round after round. Whether it’s the fast-paced chase sequences of *The Great Eggscape,* the mythology-infused action in *Aphrodite Legends of Olympus,* or the rewarding mining adventure in *Gold Fever Mine All Mine,* these games offer operators an excellent opportunity to enhance their casino offerings and captivate their audiences like never before.”
The post Inspired Expands Portfolio with Three New iGaming Slots: THE GREAT EGGSCAPE™, APHRODITE LEGENDS OF OLYMPUS™, GOLD FEVER MINE ALL MINE™ appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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LEONBET LAUNCHES A WORLD CUP 2026 RAFFLE CAMPAIGN GIVING OUT A NEW MAZDA CX-3 AND OTHER AMAZING PRIZES
LEONBET LAUNCHES A WORLD CUP 2026 RAFFLE CAMPAIGN GIVING OUT A NEW MAZDA CX-3 AND OTHER AMAZING PRIZES!
LEONBET, Tanzania’s leading betting company known for its exciting odds and daily promotions, has officially launched another major campaign ahead of the 2026 World Cup season, which will officially begin on May 15, 2026.
LEONBET has always been committed to rewarding Tanzanians through different promotions. Before the launch of the WORLD CUP 2026 RAFFLE campaign, the company successfully introduced promotions such as MAGIFTI BAMPA 2 BAMPA, COMBO-HELA, and many others. These promotions are aimed at making sure customers benefit and win every day, which is why LEONBET is known as a company that creates winners daily.
The 2026 WORLD CUP RAFFLE campaign officially starts on May 15, 2026, and ends on July 20, 2026. The campaign aims to give customers a chance to win exciting prizes while enjoying the entertainment and excitement of the World Cup tournament.
Through this campaign, LEONBET customers will be required to place bets worth at least TZS 3,000 or more on any sport to receive coupons that will allow them to participate in different prize draws during various stages of the World Cup competition.
Participants in the campaign will have a chance to win prizes including:
- Mazda CX-3
- Luxury Ngorongoro trip for two
- PlayStation 5 (PS5)
- iPhone 17 Pro Max
- TZS 10 million cash prize
- And many more prizes
The prizes will be awarded during different stages of the tournament, including:
- Group Stage
- Round of 16
- Quarter Finals
- Semi Finals
- Final
Speaking about the promotion, LEONBET Director Jérôme Dufourg said:
“We are excited to bring Tanzanians this big campaign aimed at increasing entertainment, competition, and winning opportunities for our customers during the World Cup tournament. We believe this campaign will bring happiness to many participants across the country.”
LEONBET ambassador Baraka Mpenja also said:
“I continue to enjoy working with LEONBET because it is a trustworthy company with no tricks. It is one of the best companies in Tanzania, offering regular promotions to make sure Tanzanians have a chance to win. I encourage everyone to participate by playing more with bets starting from only TZS 3,000 to win many prizes, including the Mazda CX-3.”
LEONBET continues to strengthen its commitment to providing reliable and high-quality services to all customers while improving the sports betting experience in Tanzania.
The post LEONBET LAUNCHES A WORLD CUP 2026 RAFFLE CAMPAIGN GIVING OUT A NEW MAZDA CX-3 AND OTHER AMAZING PRIZES appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
GR8_TECH said its branded podcast Bet It Drives has been named a Bronze Honoree at the 18th Annual Shorty Awards in the Branded Podcast category.
The company positions Bet It Drives as a non-studio format that puts guests in a moving car for unscripted conversations. According to GR8_TECH, episodes have been filmed across London, Lisbon, Rome, and Barcelona, with guests including Clarion Gaming MD Alex Pratt, SBC founder Rasmus Sojmark, and SiGMA founder Eman Pulis.
GR8_TECH said the show, now complete across four seasons, has surpassed 2 million YouTube views and generated 280+ media publications.
“Bet It Drives was built to challenge the safe, predictable way our industry tells stories. We wanted conversations with personality, tension, and exceptional insight. The Shorty Awards recognition proves that audiences are looking for content that’s bold, genuine, and impossible to ignore,” said Yevhen Krazhan, Bet It Drives host and GR8_TECH’s CSO.
“This year’s winners didn’t just chase views and clicks; they used digital as a bridge to genuine human connection,” said Junmian Sun, Managing Director of the Shorty Awards. “We’ve entered a new era where digital is no longer about rented platforms, but owned ecosystems. The most successful work we are celebrating today succeeded because it built spaces where audiences feel noticed and understood, rather than just targeted.” Winners are selected by the Shorty Awards’ Real Time Academy, the awards said.
The post GR8_TECH’s Bet It Drives wins Bronze at 18th Annual Shorty Awards appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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