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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.

Amusnet

Week 7/2026 slot games releases

Published

11 hours ago

February 13, 2026

Wladimir P.

Here are this weeks latest slots releases compiled by Eastern European Gaming

Spinomenal has launched its newest exciting venture, Volcano Power – Hold & Hit 3×3. The 3×3 reels of Volcano Power – Hold & Hit 3×3 are enclosed in a glowing golden frame on a surface of lava, shimmering embers, and volcanic stones. From the initial spin, players are captivated by a powerful, exhilarating soundtrack that conjures the explosive energy of a volcanic eruption.

Volcano Power — Hold & Hit 3x3 from Spinomenal

BGaming is honoring the Chinese New Year this February by launching three new games themed around Chinese culture. This is the most recent in a series of seasonal promotional game collections launched by the studio. It comes after the successful releases of the Xmas, Halloween, Oktoberfest, and Valentine’s promotional sets in 2025.

Ring in the Chinese New Year with BGaming’s Seasonal Promotion

History is shaped by those who win, but in Medusa vs Perseus: Stone Duel, the new slot from sought-after iGaming creator ICONIC21, the result lies with the player. Transforming one of history’s most renowned rivalries into a 5×5 grid format, ICONIC21 offers a game characterized by intensity, impressive visuals, and clear mechanics.

Enter the sands of history with Cairo Dice from Amusnet, where the allure of Ancient Egypt blends with the lively spirit of contemporary gaming. Drawing from tales of formidable pharaohs, divine deities, and forgotten riches, this visually stunning dice slot game immerses players in the essence of a golden desert kingdom, filled with symbols of wealth and enigma.

Amusnet’s Cairo Dice Takes Players on an Exciting Expedition

Relax Gaming has released Olympus 7’s Dream Drop, a mythological masterpiece containing high-voltage jackpot potential. Set against a backdrop of ancient legend, the new title features a 6×4 grid where the gods of old command six electrifying mini slot games.

TaDa Gaming introduces a fresh and engaging experience with Gallina Fortunata. Designed in portrait mode and built for fast, intuitive play, this innovative release blends reel-based gameplay with a flexible cashout mechanic, giving players full control over when to collect their winnings.

Blueprint Gaming has finalized a significant licensing deal with Warner Bros. Discovery Global Experiences (WBDGE) to create a collection of online slot games inspired by Game of Thrones, one of the most iconic entertainment franchises globally. The agreement encompasses upcoming titles influenced by House of the Dragon, contributing to a long-term strategy of high-quality, IP-driven launches.

Blueprint Gaming Lays Out Release Plan for Game of Thrones Slots

Gaming Corps has enhanced its slot collection with the launch of Wild Woof Returns, a follow-up to the popular Wild Woof game that elevates the original’s feature-rich gameplay. Wild Woof Returns immerses players directly into a cartoon-themed Wild West, as Sheriff Woof Garret pursues the notorious Feline Four once more.

Gaming Corps heads back to the Wild West with Wild Woof Returns

Get ready to immerse yourself in a realm of influence, passion, and fortune in Hidden Treasures of Rome: Cleopatra’s Love – the sophisticated latest release from coveted software developer Swintt’s Premium collection where empires converge and the bounty of a kingdom is poised for victory!

ENJOY has enhanced its growing slot collection with the launch of Diamond Slam, an exciting and powerful new game that combines traditional slot charm with contemporary jackpot-oriented mechanics. The small 3×3, 5 fixed payline slot embodies the allure of classic fruit machines with colorful fruit icons, seamless animations, and a lively backdrop, producing a dynamic and engaging environment.

ENJOY debuts Diamond Slam, the next must-play in its jackpot portfolio

Amusnet has released 40 Vampire Beast, a chilling new video slot that drags players straight into a gothic nightmare – where every spin pulses with tension, mystery and untamed power. Built on 40 fixed paylines, the game delivers relentless action amplified by Expanding Wilds and a fearsome multiplier feature that can turn a single spin into a monstrous reward.

Booming Games has introduced Gold Gold Gold Hold and Win this week. The game features a 5×3 layout with 25 paylines, offering significant risks with a top payout of 2,000 times the wager. Offering instant cash prizes at the end of each spin, Gold Gold Gold Hold and Win delivers an exceptional experience for players in search of high-stakes excitement.

Treasure Hunt Revival — Booming Games Launches Gold Gold Gold Hold and Win

ELA Games has officially launched its newest slot, Tea Party of Fortune. Now accessible throughout the studio’s complete partner network, this story-driven title welcomes players into a Secret Garden where engaging mechanics blend with a beloved fairytale theme.

Discover whether there are truly pots of gold at the end of the rainbow in Red Papaya’s newest slot featuring Free Spins, Cash Prizes, Jackpots, Collects, and Wilds to uncover during your gameplay. Do pots of gold truly exist at the rainbow’s end? The only method to discover is to spin the reels on Lucky Rainbow Rush, the newest slot by Red Papaya.

Red Papaya Presents: Lucky Rainbow Rush Adventure

Love on the Reels: Slotland Introduces "Aphrodite’s Kiss"

The post Week 7/2026 slot games releases appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Aphrodite’s Kiss

Love on the Reels: Slotland Introduces “Aphrodite’s Kiss”

Published

11 hours ago

February 13, 2026

Wladimir P.

love-on-the-reels:-slotland-introduces-“aphrodite’s-kiss”

A Perfect Union – Enjoy love with 25 Free Spins and a 90% Match Bonus available to All Players.

Just in time for Valentine’s Day, Slotland.eu encourages players to enjoy a hint of legendary enchantment with the debut of its whimsical new slot, Aphrodite’s Kiss. Drawing inspiration from the timeless Greek goddess of love and beauty, this game combines romantic charm with the possibility of lofty rewards. Every participant is encouraged to experience this with 25 FREE SPINS and a 90% Match Bonus, while VIP members enjoy a 120% Match—promotions valid until February 17th.

Designed with a gentle, whimsical mix of pink and gold, the 3×3 reel collection drifts amidst ethereal clouds. The goddess, wearing a crown of flowers, sends a kiss to the symbols—a golden harp, olive branch, and grand Pegasus—establishing an enchanting, romantic atmosphere.

“Aphrodite’s Kiss captures the essence of passion and chance,” said Michael Hilary, Slotland Manager. “It’s a perfect, heartfelt game for the season, where a single kiss—or spin—can trigger divine surprises.”

Gameplay Features:

Mystery Bonus: A single MYSTERY scatter on the 2nd reel instantly awards a random Coin Win, paid directly to your cash balance, or triggers the coveted Free Spins round.
Heavenly Free Spins: This bonus round begins with a random number of spins, featuring an ever-increasing win multiplier that grows with each spin.
Wild Pays: The Wild symbol appears in both base play and bonuses, with a 3x wild combination paying a 2000x the bet.

Aphrodite’s Kiss is a straightforward yet engaging 10-payline slot made for smooth mobile gaming in both vertical and horizontal orientations, with wagering options ranging from $1 to $10.

Aphrodite’s Kiss debuts on sister site CryptoWins.com, featuring match bonus promotions available until February 22, along with CryptoSlots.com and Winaday.eu.

Allow affection to turn the wheels. Explore Aphrodite’s Kiss now at Slotland, Winaday, CryptoSlots, and CryptoWins:

SLOTLAND

25 FREE SPINS
* Redeem: 1x, Valid: Aphrodite’s Kiss, Wager on Winnings: 28x on all slots, Max Cashout: $100
* Depositing players only
* Bonus Code: LOVESPINS

UP TO 120% MATCH
* 120% For Gold VIP, 110% for Silver VIP, 100% for Bronze VIP, 90% for all
* On deposits $25 – $500
* Redeem: 2x per day, Wager: 25x, Valid: All slots & keno
* Bonus Code: MORELOVE

Promo valid February 13 – 17, 2026: https://www.slotland.eu/en/promotions#new-game-aphrodites-kiss

CRYPTOWINS

MYSTERY LOVE MATCH
* Redeem: 3x per day, Wager: 35x, Valid: Aphrodite’s Kiss
* Bonus Code: MYSTERY

UP TO $115 LOVE MATCH
* On deposits $115 on $200 – $299, $75 on $100 – $199, $35 on $25 – $99
* Redeem: 4x per day, wager: 37x, Valid: Slotland Ent. Games
* Bonus Code: MORELOVE

Promo valid February 14 – 22, 2026: https://www.cryptowins.com/en/new-games

The post Love on the Reels: Slotland Introduces “Aphrodite’s Kiss” appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Boomerang Partners

Boomerang Partners announces the launch of the exclusive TIME TO WIN tournament for affiliates

Published

12 hours ago

February 13, 2026

Wladimir P.

boomerang-partners-announces-the-launch-of-the-exclusive-time-to-win-tournament-for-affiliates

Boomerang Partners has launched an exclusive affiliate tournament timed to coincide with a pivotal stretch of the 2026 global sports calendar. Running until 31 March, the activation operates under the TIME TO WIN concept — the strategic framework underpinning the company’s collaboration with its Official Regional Partner, AC Milan, throughout the Year of Sports.

The 2026 calendar features a concentration of major competitions, including the FIFA World Cup 2026 and the Olympic Winter Games Milano Cortina 2026. Positioned across February and March — one of the season’s most commercially active periods — the tournament is designed to help sports-focused affiliates capitalize on heightened engagement.

TIME TO WIN tournament prizes

Following a teaser campaign featuring AC Milan players Ruben Loftus-Cheek, Alexis Saelemaekers, Christian Pulisic, Adrien Rabiot and Rafael Leão, Boomerang Partners confirmed 12 February as the official launch date. The tournament is hosted on the AC Milan Hub, a digital platform created within the partnership between Boomerang Partners and the Club.

Participants can unlock prize draws by reaching specified point thresholds. Available rewards include match experiences and exclusive club-related trips, such as visits to Milanello Sports Center.

Prize categories include:

TIME TO WIN merchandise packs for teams
Official AC Milan jerseys signed by players
Match trip for AC Milan vs Cagliari
Match trip for AC Milan vs Juventus with pre-match access
Exclusive Milanello experience for affiliate teams

Affiliates earning at least 100 points will also receive bonus points toward the Golden Boomerang Awards 2026.

Participation mechanics

The competition runs from 12 February to 31 March 2026. During this period, affiliates complete tasks across designated segments, accumulate points and progressively unlock access to five prize draws. Activities include social media initiatives, surveys and collaborative promotional efforts coordinated through the AC Milan Hub.

The role of the AC Milan Hub

The AC Milan Hub serves as the central platform for all TIME TO WIN initiatives. Designed as an integrated digital ecosystem, it combines campaign tools, interactive mechanics and access to exclusive club-related experiences. While the tournament represents the flagship activation for Q1 2026, the Hub will host additional partnership initiatives throughout the year.

By embedding the competition within this platform, Boomerang Partners expands the value of participation beyond a standalone performance challenge, positioning affiliates within a broader brand collaboration framework.

Strategic support for affiliates

Participants also gain access to Boomerang Partners’ Sports Marketing & Betting Calendar 2026 — a practical planning resource that outlines tournament cycles, regional sports trends and campaign timing strategies. The guide provides structured insights into market behaviour, enabling affiliates to approach peak sporting periods with data-driven precision.

TIME TO WIN as a strategic framework

TIME TO WIN represents the overarching concept guiding Boomerang Partners’ 2026 partnership with AC Milan. More than a campaign theme, it reflects a shared emphasis on performance, ambition and long-term growth. The concept is designed to support multiple activations throughout the sports season, extending beyond traditional sponsorship formats.

Affiliates are encouraged to prepare campaigns in advance to maximize results during the tournament window.

About Boomerang Partners

Boomerang Partners is a global marketing agency and Official Regional Partner of AC Milan. The company launched the Golden Boomerang Awards in 2024, with more than 400 affiliate teams participating in its 2025 season. Its partner network spans more than 40 markets, offering affiliate and entertainment services supported by localized solutions and multilingual customer support.

The post Boomerang Partners announces the launch of the exclusive TIME TO WIN tournament for affiliates appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.