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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.

Alex Baliukonis Game Producer at BGaming

BGaming releases Frenzy Clusters slot with expanding grid feature

Published

9 minutes ago

June 23, 2026

Wladimir P.

bgaming-releases-frenzy-clusters-slot-with-expanding-grid-feature

New cluster-pay title includes five character companions, Free Spins with progressive multipliers, and a ×10,000 max win at 97.11% RTP.

BGaming has released a new slot, Frenzy Clusters, adding another #Entertainment title to its portfolio. The game uses a cluster-pay mechanic and an expanding grid, with BGaming stating a maximum win of ×10,000 and an RTP of 97.11%.

Frenzy Clusters is built around five selectable character companions—Golub, Hugo, Bloke, Aussie, and Olaf—each positioned as culturally inspired. BGaming says the character choice does not affect outcomes, but characters react to wins with animations and interact with events on the reels.

Gameplay runs on a grid with blocked edge cells that can be unlocked by landing winning clusters next to them, expanding the play area. After wins, the game can trigger one of three random symbol effects: Rockets (clear a horizontal line), Books (clear a 3×3 area), and Spheres (remove all instances of the same symbol). BGaming says grid expansions last one spin in the base game and persist for the duration of the bonus round.

The Free Spins feature is triggered by three or more Scatters. BGaming says the bonus includes a progressive multiplier based on the number of Scatters, with no limit, and that players can access the bonus via Buy Bonus options or use a Chance feature to increase trigger probability.

Alex Baliukonis, Game Producer at BGaming, said, “At BGaming, we encourage our design team to get as creative as possible, and titles like Frenzy Clusters are the kind of magic they deliver.

This is one of our most imaginative titles to date, with each of the game’s five characters being designed to appeal to different players. Fantasy roleplay fans will definitely spot plenty of references in the game, with the team pulling inspiration from some of their favorite campaigns, and we have also been inspired by other popular culture stories.

The game goes beyond its aesthetic appeal, offering some big wins and a creative twist on the popular cluster-play dynamic, with the expanding grid providing the kind of engagement and progressive action that is tailor-made for streamers.”

The post BGaming releases Frenzy Clusters slot with expanding grid feature appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Climb Time Mummy Cash Uncovered

Games Global and High Limit Studio launch Climb Time Mummy Cash Uncovered

Published

9 minutes ago

June 23, 2026

Wladimir P.

games-global-and-high-limit-studio-launch-climb-time-mummy-cash-uncovered

Egyptian-themed slot adds Climb Time progression, Guaranteed Wild Meter and a Bonus Booster Wheel with rewards up to 6,250x.

Games Global has launched Climb Time Mummy Cash Uncovered in partnership with exclusive studio partner High Limit Studio. The new Egyptian-themed 5×3 slot adds feature progression, hidden prize reveals and a bonus wheel, with the company stating maximum rewards of up to 6,250x.

At the core is the Cash Uncovered mechanic, triggered by landing a Mummy or Wild symbol on every reel. When activated, the feature reveals hidden prizes on Wild symbols and awards all displayed values simultaneously.

The title uses the Climb Time progression system to unlock upgrades through play, including Random Wilds, the Bonus Booster Wheel and enhanced Mummy symbols. As players progress, four mummy modifiers are added to reel one: Hot Spin Mummy (prizes up to 1,250x), Boost Mummy (increases prizes up to 15x), Collect Mummy (gathers values up to three times) and Multiply Mummy (multipliers up to 10x).

A Guaranteed Wild Meter tracks Random Wilds landing on reels two to five during the base game. If a spin results in no win, the symbols are collected to build the meter. Landing three bell scatters awards 10 Free Spins, played with the number of Guaranteed Wilds accumulated. Coin symbols also feed a Treasure Pot that can randomly activate a Wheel Bonus.

High Limit Studio Creative Director Adrian Wotton said: “The Egyptian theme was a natural fit for the Cash Uncovered mechanic and gave us the opportunity to approach the concept from a different angle. Combined with the Guaranteed Wild Meter and enhanced mummy features, we’ve introduced new layers to the experience while staying true to what made the original title so popular.”

Games Global Director of Games Strategy and Partner Management Dave Reynolds added: “Climb Time Joker Cash Uncovered proved how well this mechanic resonates with players, and this release gives operators a follow-up that builds on that success. High Limit Studio has layered in feature progression and the Guaranteed Wild Meter to deepen the experience – evolving a concept players already know into something with even broader appeal.”

The post Games Global and High Limit Studio launch Climb Time Mummy Cash Uncovered appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

2RBO Affiliates

ToonieBet Named Exclusive iGaming Partner of the Hamilton Tiger-Cats

Published

9 minutes ago

June 23, 2026

Wladimir P.

tooniebet-named-exclusive-igaming-partner-of-the-hamilton-tiger-cats

2RBO Affiliates is proud to announce that ToonieBet, an iGaming brand featured within its portfolio, has been named the Exclusive and Official iGaming Partner of the Hamilton Tiger-Cats. This partnership brings the Tigers’ spirit to the digital world, uniting a leading gaming platform with one of the most iconic and battle-tested teams in the Canadian Football League.

The collaboration marks a massive leap in ToonieBet’s expansion across the Canadian market, strengthening its position among a highly engaged sports audience. For affiliates, this is a call to sharpen the claws and prepare for a massive hunt for high-intent traffic and record-breaking conversions. By aligning with a club that defines grit and history, ToonieBet provides partners with direct access to a loyal fanbase where the passion for the play is unmatched and engagement extends far beyond the final whistle.

Through this alliance, affiliates gain access to premium traffic fueled by a dedicated sports community. By tapping into localized campaigns and sports-led activations, partners can expect optimized conversion funnels and stronger retention. This synergy ensures superior player LTV from a fanbase that lives and breathes the black-and-gold.

Aviv, Head of 2RBO Affiliates, highlighted the strategic value of this collaboration for affiliates:

“Partnering with the Hamilton Tiger-Cats allows us to engage with a football culture driven by loyalty, tradition, and a deeply engaged сommunity. For affiliates, this unlocks strong opportunities to connect with high-intent audiences, build campaigns around key fixtures in the season, and drive more consistent, long-term performance within the Canadian Football League ecosystem.”

“We are thrilled to welcome ToonieBet to the family as the Exclusive and Official iGaming Partner,” stated the Hamilton Tiger-Cats Press Office. “This partnership strengthens the connection between our club, our fans, and the wider digital world that surrounds the game. Together, we’re bringing new energy to the fan experience—creating exciting ways to engage, celebrate every moment of the season, and stay closer to the action. It’s time to ‘eat ’em raw’ together!

Ready to make every game count? Drive traffic to ToonieBet and turn player engagement into consistent revenue!

About ToonieBet

ToonieBet is a sports-oriented brand with casino and sportsbook features powered by exciting gamification. Players can play a thousand games and bet on sports events hunting for trophies and collecting cups for incredible prizes and generous bonuses.

About 2RBO Affiliates

2RBO Affiliates is a high-performance affiliate programme representing numerous iGaming brands. Built on an advanced platform, the programme combines modern gamification features, flexible commission models, and a no negative carryover policy to help maximise partner profitability. With transparent reporting, innovative tracking tools, and a strong focus on partner support and compliance, 2RBO Affiliates delivers scalable growth and long-term collaboration across competitive markets.

About Hamilton Tiger-Cats

The Hamilton Tiger‑Cats are a Canadian Football League (CFL) team based in Hamilton, Ontario. The club traces its roots to 1869, accumulating 15 Grey Cup titles, making it one of the most successful and storied football teams in Canada. A pillar of the local sports scene and owned by Hamilton Sports Group, the Tiger‑Cats are known for their longstanding tradition of excellence, both on the field and in the community through local initiatives.

The post ToonieBet Named Exclusive iGaming Partner of the Hamilton Tiger-Cats appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.