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How to conduct rebranding and enrich the brand with new meanings

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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.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Lottery Industry Analysis and Opportunities to 2033: Scratch-Off Instant Games Expected to Register the Fastest Growth

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The “Lottery Global Market Opportunities and Strategies to 2033” report has been added to ResearchAndMarkets.com’s offering.

This report describes and explains the lottery market and covers 2018-2023, termed the historic period, and 2023-2028, 2033F termed the forecast period. The report evaluates the market across each region and for the major economies within each region.

The global lottery market reached a value of nearly $355.7 billion in 2023, having grown at a compound annual growth rate (CAGR) of 2.6% since 2018. The market is expected to grow from $355.7 billion in 2023 to $453.7 billion in 2028 at a rate of 5%. The market is then expected to grow at a CAGR of 3% from 2028 and reach $525.1 billion in 2033.

Growth in the historic period resulted from the increase in advertising strategies and promotions of lottery products, expansion of multi-jurisdictional lottery games and strong economic growth in emerging markets. Factors that negatively affected growth in the historic period were increase in fraud in gambling and lotteries and regulation on age limit for selling lotteries.

Going forward, changes in legislation and regulation regarding lottery operations, growing popularity of online lottery and global population growth and urbanization will drive the growth. Factor that could hinder the growth of the lottery market in the future include intense competition from casinos and other forms of entertainment and economic recession or instability.

The lottery market is segmented by type into lotto, quizzes type lottery, numbers game, scratch-off instant games, terminal-based games and other types. The lotto market was the largest segment of the lottery market segmented by type, accounting for 31.3% or $111.5 billion of the total in 2023. Going forward, the scratch-off instant games segment is expected to be the fastest growing segment in the lottery market segmented by type, at a CAGR of 6.2% during 2023-2028.

The lottery market is segmented by platform into online and offline. The offline market was the largest segment of the lottery market segmented by platform, accounting for 96.8% or $344.1 billion of the total in 2023. Going forward, the online segment is expected to be the fastest growing segment in the lottery market segmented by platform, at a CAGR of 8.9% during 2023-2028.

The lottery market is segmented by category into charitable lotteries and prize home lotteries. The charitable lotteries market was the largest segment of the lottery market segmented by category, accounting for 70.3% or $250.2 billion of the total in 2023. Going forward, the prize home lotteries segment is expected to be the fastest growing segment in the lottery market segmented by category, at a CAGR of 6% during 2023-2028.

North America was the largest region in the lottery market, accounting for 36.8% or $131 billion of the total in 2023. It was followed by Asia Pacific, Western Europe and then the other regions. Going forward, the fastest-growing regions in the lottery market will be Middle East and South America where growth will be at CAGRs of 10.8% and 7.8% respectively. These will be followed by Asia Pacific and Africa where the markets are expected to grow at CAGRs of 6.8% and 6.7% respectively.

The global lottery market is fairly fragmented, with a large number of players operating in the market. The top ten competitors in the market made up to 16.09% of the total market in 2022. The market concentration can be attributed to the presence of large number of players in different geographies. Prominent players are acquiring the products and entering into partnerships with the other companies to consolidate their market positions across the globe, while others are distributing products. The New York State Lottery was the largest competitor with a 3.28% share of the market, followed by New York State Gaming Commission with 3.27%, Camelot Group with 2.78%, Georgia Lottery Corp. with 1.91%, Loterias y Apostasy Del Estado with 1.64%, Singapore Pools with 1.18%, Francaise des Jeux with 0.65%, Arizona Lottery with 0.47%, Ontario Lottery and Gaming Corporation with 0.46% and Lotto NZ with 0.44%.

The top opportunities in the lottery market segmented by type will arise in the lotto segment, which will gain $30.7 billion of global annual sales by 2028. The top opportunities in the lottery market segmented by platform will arise in the offline segment, which will gain $92.5 billion of global annual sales by 2028. The top opportunities in the lottery market segmented by category will arise in the charitable lotteries segment, which will gain $62.1 billion of global annual sales by 2028. The lottery market size will gain the most in China at $13.6 billion.

Market-trend-based strategies for the lottery market include innovative product developments with focus on scratch-off games, strategic collaborations and partnership to expand reach and capabilities, introduction of mobile lottery apps to improve user convenience, use of data analytics for enhanced lottery insights and roll out of new lottery games to redefine entertainment.

Player-adopted strategies in the lottery market include strengthening operational capabilities through new product developments and expanding product portfolio through strategic partnerships.

To take advantage of the opportunities, the analyst recommends the lottery companies to focus on innovating lottery offerings, focus on mobile apps for enhanced lottery services, focus on innovative lottery games for enhanced player engagement, focus on data-driven insights to navigate lottery market dynamics, focus on fastest growing market segments: scratch-off instant games and quizzes type lottery, focus on online market segment for growth, expand in emerging markets, continue to focus on developed markets, focus on strategic collaborations, focus on competitive pricing strategies for market expansion, focus on strategic promotion mix for optimal lottery market visibility, target smartphone users and focus on customer-centric engagement for enhanced lottery market reach.

Scope

Markets Covered:

  1. by Type: Lotto; Quizzes Type Lottery; Numbers Game; Scratch-Off Instant Games; Terminal-Based Games; Other Types
  2. by Platform: Offline; Online
  3. by Category: Charitable Lotteries; Prize Home Lotteries

Key Companies Mentioned: The New York State Lottery; New York State Gaming Commission; Camelot Group; Georgia Lottery Corp; Loterias y Apostasy Del Estado

Time Series: Five years historic and ten years forecast

Data: Ratios of market size and growth to related markets; GDP proportions; expenditure per capita; lottery indicators comparison

Data Segmentation: Country and regional historic and forecast data; market share of competitors; market segments

Key Attributes

Report Attribute Details
No. of Pages 301
Forecast Period 2023 – 2033
Estimated Market Value (USD) in 2023 $355.7 Billion
Forecasted Market Value (USD) by 2033 $525.1 Billion
Compound Annual Growth Rate 4.0%
Regions Covered Global

 

A selection of companies mentioned in this report includes, but is not limited to:

  • The New York State Lottery
  • New York State Gaming Commission
  • Camelot Group
  • Georgia Lottery Corp
  • Loterias y Apostasy Del Estado
  • Singapore Pools
  • Francaise des Jeux
  • Arizona Lottery
  • Ontario Lottery and Gaming Corporation
  • Lotto NZ
  • 1x-bet.in
  • Dhankesari Lottery Sambad
  • Lottery Sambad Result
  • Takarakuji-official.jp
  • Ichiban Kuji Club
  • The Lott
  • Lotterywest
  • Oz Lotteries
  • 500.com
  • Baidu Inc
  • China Sports Lottery Operation and Management Co. Ltd.
  • 360 Lottery
  • QQ lottery
  • National Lottery
  • Jackpot.com
  • Betfred Lotto
  • Intralot SA
  • Zeal Network SE
  • Francaise des Jeux (FDJ)
  • EU Lotto Limited
  • Legacy Eight Curacao N.V
  • Wejdz do swiata LOTTO
  • Megalotto
  • SYNOT W, a. s.
  • Betfred Lotto
  • DraftKings Inc.
  • BetAmerica
  • LeoVegas AB
  • Jackpocket
  • Mido Lotto
  • Prize Pool
  • Scientific Games Corp
  • Long Game
  • Linq3
  • EMIDA Technologies
  • Atlantic Lottery Corporation
  • Hipodromo Argentino de Palermo
  • GammaStack
  • Mega Sena
  • Quina
  • Lotofacil
  • Dupla Sena
  • Mifal HaPayis
  • Milli Piyango Idaresi
  • O! Millionaire
  • NeoGames S.A.
  • Emirates Draw
  • Mahzooz
  • BuyLottoOnline
  • Camelot Lottery Solutions Group
  • Ithuba National Lottery
  • wow!lotto
  • Lottomania Nigeria

 

The post Lottery Industry Analysis and Opportunities to 2033: Scratch-Off Instant Games Expected to Register the Fastest Growth appeared first on European Gaming Industry News.

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AU10TIX Risk Assessment Model Exposes Critical Vulnerabilities in Identity Verification Processes

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AU10TIX, a global technology leader in identity verification and management, today launched a free Risk Assessment Model that enables businesses to conduct an initial assessment of their exposure to operational, security and identity fraud risk.

Drawing insights from billions of transactions processed globally and years of expertise in risk assessment and mitigation, the model provides personalized insights and actionable recommendations to safeguard against critical fraud vulnerabilities in identity verification processes.

By taking five minutes to answer ten brief questions specific to their business, sector, security measures, and ID verification processes, organizations receive a customized Risk Assessment Report highlighting vulnerabilities across different key areas. The report provides high-level recommendations for bolstering overall security and operational resilience, enabling businesses to proactively manage their risk landscape rather than react to incidents.

Identity fraud risk assessment is crucial for companies that handle substantial financial transactions and are exposed to compliance liabilities, such as payments, banking, crypto/trading, etc. It helps identify potential vulnerabilities in the systems and processes that could enable unauthorized access or misuse of the data. It also ensures compliance with industry regulations, protecting organizations against potential legal consequences and financial damages.

“Our new Risk Assessment Model is designed to provide initial indicators of potential risks, offering companies a clear starting point for understanding how we can help them accommodate and mitigate these challenges effectively,” said Dan Yerushalmi, CEO of AU10TIX. “The tool is integral in demonstrating our proactive approach to fraud prevention and the strategic support we offer our customers.”

This announcement underscores AU10TIX’s dedication to leading the market in compliance and security standards. By tailoring assessments to specific business environments, the new model enhances risk management strategies and bolsters overall security and operational resilience. AU10TIX is committed to delivering robust technology and comprehensive, integrated risk management solutions that help businesses stay ahead of potential risks and regulatory changes.

 

The post AU10TIX Risk Assessment Model Exposes Critical Vulnerabilities in Identity Verification Processes appeared first on European Gaming Industry News.

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XSOLLA JOINS FORCES WITH GAMES FOR CHANGE TO EMPOWER NEXT-GENERATION GAME DEVELOPERS TO DRIVE SOCIAL CHANGE

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Xsolla, a global video game commerce company, is honored to announce its participation in the upcoming 2024 Games for Change Festival, the annual must-attend event for anyone interested in the power of games and immersive media to foster social impact. This Games for Change collaboration highlights Xsolla’s commitment to fostering innovation and education within the gaming community.

This year’s Festival theme, “The 2030 Marker: A Catalyst for Global Change,” emphasizes gaming’s transformative power in addressing global sustainability goals. Xsolla is set to play a significant role at the event, showcasing its pioneering educational programs, such as the recent opening of the Xsolla Curine Academy in Kuala Lumpur, the unveiling of the Xsolla Online Academy, and the future vision of Xsolla Global Academies around the world, which are designed to accelerate learning and development in game creation.

Berkley Egenes, Chief Marketing and Growth Officer at Xsolla, will speak about these impactful initiatives to provide equal access to the gaming industry at the Festival. Berkley stated, “At Xsolla, we are committed to driving innovation and supporting the next generation of game developers. Our programs, like the Xsolla Online Academy and the Xsolla Global Academy, are designed to empower participants with the necessary tools and knowledge to thrive in the dynamic gaming industry – now and into the future.”

Xsolla will present the gaming industry’s Most Innovative Award at the Games for Change Awards Ceremony, celebrating exceptional creativity and advancement in game development. This award is part of Xsolla’s ongoing effort to support and promote excellence in the gaming sector.

Susanna Pollack, President of Games for Change, commented on the partnership: “We are delighted to collaborate with Xsolla for the 2024 Games for Change Festival. Their commitment to education and innovation in the gaming industry perfectly aligns with our goals. Together, we aim to demonstrate how games can be a powerful force for social and environmental good.”

The two-day Festival will take place June 27-28 in New York City (The New School/Parson’s School of Design), bringing together global voices to ignite community engagement and drive social change through games and immersive technologies. For more information on Xsolla’s involvement in the Games for Change Festival and details on how to participate in or attend the event, please visit gameforchange website.

 

 

The post XSOLLA JOINS FORCES WITH GAMES FOR CHANGE TO EMPOWER NEXT-GENERATION GAME DEVELOPERS TO DRIVE SOCIAL CHANGE appeared first on European Gaming Industry News.

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