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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.

Abigail Welch Editor of iGaming News

Press Box PR Becomes Official Sponsor of Women in iGaming, Backed by iGaming News

Published

49 minutes ago

March 5, 2026

Wladimir P.

press-box-pr-becomes-official-sponsor-of-women-in-igaming,-backed-by-igaming-news

iGaming News is excited to reveal Press Box PR, a top digital and conventional PR firm for the iGaming and sports betting sector, as the official Women in iGaming sponsor of the publication. This collaboration backs iGaming News’ Women in iGaming initiative, a program focused on honoring, showcasing, and elevating the accomplishments of women leaders advancing the industry.

To launch the partnership, iGaming News has unveiled a new category, sponsored by Press Box PR, at its first iGaming News Awards: “Woman of Influence,” highlighting outstanding women who are transforming the industry and fostering innovation.

Abigail Welch, Editor of iGaming News, said: “We are thrilled to welcome Press Box PR as the official sponsor of our Women in iGaming initiative. Their expertise in digital PR will help us bring the incredible stories of women across the industry to a wider audience. This partnership is about celebrating women every day, supporting their achievements and inspiring the next generation of leaders.”

Sarah Williams, B2B account manager for Press Box PR, said: “We’re thrilled to be a part of iGaming News’ Women in iGaming initiative! With International Women’s Day coming up this Sunday as well as March being Women’s History Month, there’s no better time to announce this fantastic partnership. By putting our time, money and effort behind initiatives like Women in iGaming, Press Box PR is showing support all year long, not just on certain days or months.

“While we are certainly seeing more women excelling and leading in the industry, only about 16% of executive-level roles in the sector are held by women, according to the latest 2025 data from the Gambling Survey for Great Britain. I hope that by shining a light on the skilled women in this industry, we can see that representation increase.”

The partnership will feature editorial pieces, interviews, podcasts, and campaign material highlighting women who are shaping history in iGaming, their professional paths, and how they are progressing the industry. Uniting iGaming News’ industry influence with Press Box PR’s digital communication skills and client network, the collaboration aims to amplify women’s voices and enhance recognition for female leaders.

The post Press Box PR Becomes Official Sponsor of Women in iGaming, Backed by iGaming News appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

HAPPY MONEY HENS

INSPIRED UNVEILS HAPPY MONEY HENS™, GOLDEN WINNER GRAND CHANCE SUPER WHEEL™ & GOLD CASH FREE SPINS RISING WINS™ ACROSS ONLINE & MOBILE

Published

49 minutes ago

March 5, 2026

Wladimir P.

inspired-unveils-happy-money-hens,-golden-winner-grand-chance-super-wheel-&-gold-cash-free-spins-rising-wins-across-online-&-mobile

Inspired Entertainment, Inc. (NASDAQ: INSE), a leading B2B provider of gaming content, systems, and solutions, has unveiled three new online and mobile slot releases—Happy Money Hens, Golden Winner Grand Chance Super Wheel, and Gold Cash Free Spins Rising Wins—now live across the UK and Maltese iGaming markets.

Happy Money Hens launches the new Happy Money series with a vibrant, hen-themed slot packed with Easter charm and big-win potential. Players interact with three animated hens, represented as pseudo-persistent feature bags above the reels, triggering multiple bonuses including Double Coins, Pot Fill, and the unique Happy Boost. Fast-paced action continues through a three-life Win & Spin Bonus, delivering expanding-win excitement and setting a playful tone for the broader Happy Money family.

Golden Winner Grand Chance Super Wheel builds on the award-winning Golden Winner Grand Chance series with a shared Super Wheel feature powered by patented Player Link technology. High-energy reels, golden bells, and the iconic Grand Chance Cherry come alive with reel “dings” that activate wheel spins, instant cash prizes, and Super Bonuses. Shared prize pots, multiplier-boosting trails, and surprise modifiers create a community-driven, pulse-pounding slot experience designed to keep players returning.

Gold Cash Free Spins Rising Wins is the latest chapter in the renowned Gold Cash franchise, introducing fresh mechanics while retaining the series’ signature style. The base game features random reel expansions, while the bonus round lets players choose: more spins at lower reel heights for steady wins, fewer spins with taller reels for high volatility, or a mystery option. Additional features include Fortune Bet, Fortune Spins, a Gamble option, and Bonus Buy where permitted, giving players control over risk and reward while enhancing overall excitement.

Claire Osborne, Managing Director of Interactive at Inspired Entertainment, commented:
“These new releases reflect our commitment to delivering diverse, engaging entertainment while supporting responsible play. By blending innovative mechanics with familiar formats, each game offers exciting and balanced gameplay. Inspired remains focused on creating high-quality, innovative, and enjoyable entertainment experiences as we continue to expand our portfolio.”

The post INSPIRED UNVEILS HAPPY MONEY HENS™, GOLDEN WINNER GRAND CHANCE SUPER WHEEL™ & GOLD CASH FREE SPINS RISING WINS™ ACROSS ONLINE & MOBILE appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Compliance Updates

Isle of Man Govt Publishes its National Risk Assessment (NRA) Covering Money Laundering Risk in Gambling Sector

Published

2 hours ago

March 5, 2026

Wladimir P.

isle-of-man-govt-publishes-its-national-risk-assessment-(nra)-covering-money-laundering-risk-in-gambling-sector

The Isle of Man government has published its updated National Risk Assessment (NRA) for the gambling sector.

The assessment identifies key threats of Money Laundering (ML) to the island’s Gambling sector (both Terrestrial and Online) and the materiality and impact of those threats. Both terrestrial and online gambling have been given a risk rating, with an overall rating for gambling as a whole. These risk ratings and key findings of the NRA feed into the wider NRA work, ensuring the Island has a comprehensive view of the entire threat landscape.

The NRA aggregates, compares and weighs the findings across all sectors to determine which risks drive national exposure. This ensures the NRA is not hypothetical: it reflects actual sector-level dynamics so that the Island can understand the “bigger picture” with each sectoral assessment piecing together a border threat picture.

It is important that the island has a comprehensive understanding of risk at all levels, which does not reflect poor standards but instead outlines structural features of a sector. A robust NRA demonstrates that the jurisdiction understands its ML risks and applies targeted controls that are appropriate.

Risk Ratings are as follows:

• The gambling sector overall is assessed as medium-high risk for money laundering.

• The online gambling sector has a medium-high risk, reflecting a large number of international customers and transaction volumes.

• The terrestrial gambling has a medium-low risk, reflecting its smaller size, domestic profile and lower transaction volumes.

Key Takeaways

The Sectoral NRA highlights core threats in both the online and terrestrial sectors, including:

• Criminal ownership and control of gambling businesses or B2B services, via front companies and complex corporate structures.

• Exploitation by organised crime groups, including those from East and Southeast Asia, for money laundering, cyber-enabled crime and other illicit activities globally.

• Criminals use false or stolen IDs, synthetic identities, and mule identities to access gambling services and obscure their true identity to bypass due diligence controls.

• For terrestrial gambling, cash-intensive operations and casino-specific instruments remain primary channels for laundering domestic predicate offences.

It also highlights potential emerging threats such as:

• Use of advanced technologies (AI, deepfakes, virtual assets) to obscure identities, automate fraud, and facilitate cross-border transfers.

• Use of “turnkey solutions” (pre-packaged business setups) allowing rapid establishment of operations and access to banking services with minimal experience.

Importantly, the NRA makes it clear that these risks arise in specific circumstances with the sector operating legitimate international structures, strong governance and applying high standards of AML/CFT compliance. Those features that make activity higher risk for misuse should be considered within that context.

The post Isle of Man Govt Publishes its National Risk Assessment (NRA) Covering Money Laundering Risk in Gambling Sector appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.