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How to conduct rebranding and enrich the brand with new meanings

Published

2 years ago

September 18, 2023

George Miller

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.

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Esports World Cup 2025 Unveils Official Song of the Year and Full Opening Ceremony Line-up

Published

3 hours ago

June 30, 2025

George Miller

Reading Time: 4 minutes

Til My Fingers Bleed” featuring DINO of SEVENTEEN, Duckwrth, and Telle Smith to debut live alongside Post Malone, Alesso, and Tina Guo at the Opening Ceremony in Riyadh on 10 July

The Esports World Cup Foundation (EWCF) today announced the release of “Til My Fingers Bleed”, the official Song of the Year for Esports World Cup 2025, alongside the full artist line-up for the tournament’s Opening Ceremony. Taking place on 10 July in Riyadh, the ceremony will feature live performances from DINO of SEVENTEEN, Duckwrth, and Telle Smith of The Word Alive, as well as GRAMMY-nominated producer and electronic music sensation Alesso, virtuoso cellist Tina Guo, and global music icon Post Malone, who headlines the event.

“Til My Fingers Bleed” is a high-energy, cross-genre collaboration that fuses K-pop, hip-hop, and rock, capturing the emotion, ambition, and global spirit of the world’s largest esports event. DINO, genre-blending rapper Duckwrth, and metalcore frontman Telle Smith each bring deep ties to gaming culture, from major esports performances to in-game collaborations.

Their live debut of the track will help open a seven-week tournament that is redefining the role of gaming in mainstream culture. The song was written and produced by Alex Karlsson and T.Ma, known for their work with BTS, G.E.M. and ATEEZ, along with Jared Lee (Duckwrth), who wrote the track’s rap verse.

“At its heart, the Esports World Cup is a global celebration of community – where gaming, creativity, and culture converge on the world’s biggest stage,” said Mike McCabe, Chief Operating Officer, Esports World Cup Foundation. “EWC Music, our official song, and the Opening Ceremony help define the identity of the tournament. They reflect the spirit of shared passion and the connective power of music and esports, setting the tone for an unforgettable summer and celebrating how music can elevate competition and deepen fans’ emotional connection to the sport.”

Of the exciting new track, Telle Smith of The Word Alive commented ‘Gaming has been a part of my life for as long as music has, so getting to bring a genre bending song to a global stage like this feels surreal. I’m honored to share the moment in Riyadh with Duckwrth and Dino, I think fans all over the world will love “Til My Fingers Bleed”’.

“From day one, the Esports World Cup has been created as a global stage for gaming culture across all genres.”, said Ariel Horn, Executive Producer, Esports World Cup Foundation. “Each artist on ‘Til My Fingers Bleed’ brings a unique sound that connects with players, whether they’re into sports, fighting, or action games. We’re excited to see how players and fans pick this track up around the world and hope they will embrace it.”

Viranda Tantula, Executive Creative Director, EWC Music, added: “Music is a universal language, and this is something it shares with gaming. What inspires us at this intersection of music and esports is the opportunity to shape new sounds for a truly global audience. We’ve always been drawn to creative experimentation, and with “Til My Fingers Bleed’, we wanted the collision of genres and international artists to reflect the same global mix of games and players that defines the Esports World Cup. The whole team has poured their hearts into this project, and we hope the community, k-pop, hip-hop, and rock fans feel the energy in both the track and the show.”

Now available across all major streaming platforms, the song is accompanied by a cinematic visualiser on YouTube, and will be featured throughout EWC broadcasts, social content, and live performances throughout the seven-week event.

The release follows “Ascension (Alesso Remix)”, a reimagining of the Esports World Cup’s orchestral theme by Alesso, featuring acclaimed cellist Tina Guo. Both tracks are part of EWC Music, a long-term initiative launched in April 2025 to develop an original music identity for the tournament. The programme began with the recording of a four-track suite at Abbey Road Studios by award-winning composers 2WEI and Hollywood Scoring, and continues with global artist collaborations and live performances.

Through original scores, artist-led tracks, and live performances, EWC Music aims to elevate every moment of the Esports World Cup – from broadcast highlights to trophy lifts and stadium shows.

The Esports World Cup 2025 Opening Ceremony will be headlined by Post Malone. A nine-times diamond-certified artist and lifelong gamer, he has deep ties to the esports world – from streaming Warzone and PUBG to collaborating on in-game events, including his recent Apex Legends crossover. His exclusive performance at EWC 2025 will blend chart-topping sound with a tribute to gaming culture on the world’s biggest esports stage.

The official Song of the Year artists also bring strong music ties to gaming: Duckwrth’s “Start a Riot” featured on the Spider-Verse soundtrack, while The Word Alive’s “RISE” was the 2018 League of Legends Worlds anthem, now streamed over 300 million times.

The Esports World Cup 2025 will once again unite the global esports community in Riyadh, Saudi Arabia, bringing together over 2,000 elite players and 200 Clubs from more than 100 countries. Players will compete in 25 tournaments across 24 titles for a record-breaking $70+ million prize pool – the largest in esports history.

Tickets, including access to the Opening Ceremony, are now available at esportsworldcup.com.

To learn more about the Esports World Cup, visit esportsworldcup.com and follow the Esports World Cup Foundation on LinkedIn. Esports World Cup: Level Up, the five-part documentary directed by Emmy Award-winner R.J. Cutler, is now streaming exclusively on Prime Video.

The post Esports World Cup 2025 Unveils Official Song of the Year and Full Opening Ceremony Line-up appeared first on European Gaming Industry News.

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LGUs, state university get Php20-M emergency vehicles from PAGCOR

Published

3 hours ago

June 30, 2025

George Miller

Reading Time: 2 minutes

The Philippine Amusement and Gaming Corporation on Thursday, June 26, turned over ten Patient Transport Vehicles (PTVs) worth Php20 million to several local government units and a state university to enhance their emergency medical services.

During the turnover ceremony at the PAGCOR Corporate Office in Pasay City, six PTVs were awarded to the municipalities of Palanan, Quezon, San Isidro, Cabagan, San Mariano, and San Pablo, all in Isabela province.

The City of Parañaque, the municipalities of Tanauan in Batangas and Balabac in Palawan as well as the Mariano Marcos State University (MMSU) in Ilocos Norte also received one PTV unit each.

Each vehicle is fitted with a GPS navigation system and essential medical equipment such as an ambulance stretcher, oxygen tank, wheelchair, and first aid kit.

PAGCOR Chairman and CEO Alejandro H. Tengco joins officials from nine local government units and the Mariano Marcos State University for a photo opportunity during the turnover of 10 Patient Transport Vehicles (PTVs) last June 26, 2025.

PAGCOR Chairman and CEO Alejandro H. Tengco said the PTV distribution is part of the agency’s efforts to improve healthcare delivery and to enhance access to medical services especially in geographically isolated communities.

“We want to ensure that even remote areas have the means to respond to medical emergencies. This is part of PAGCOR’s commitment to reach communities that need government support the most,” Mr. Tengco said.

“‘Yan po ang hangad ng PAGCOR; salamat sa pagkakataong makatulong at makapaglingkod sa inyo,” Mr. Tengco told the PTV recipients during the turnover event.

PAGCOR Vice President for the Corporate Social Responsibility Group Ramon Stephen Villaflor (2nd from left) and Assistant Vice President for Community Relations and Services Eric Balcos (far left) hand over the ceremonial vehicle key to Atty. Christopher A. Mamauag (3rd from left), Mayor of Cabagan, Isabela.

Mayor Christopher A. Mamauag of Cabagan, Isabela – a town where travel to tertiary hospitals takes several hours – expressed gratitude for the assistance and said the vehicle will significantly boost the town’s emergency response capabilities.

“Kami po ay nagpapasalamat kay President Ferdinand Marcos Jr., at sa PAGCOR, sa pamumuno ni Chairman Alejandro Tengco, sa pagpapaunlak sa aming kahilingan na magkaroon ng Patient Transport Vehicle para sa aming mga kababayan sa bayan ng Cabagan.

“Malaking tulong po ito at gagamitin namin ito ng wasto,” he said.

Each patient transport vehicle donated by PAGCOR is equipped with a GPS navigation system, an ambulance stretcher with mounted restraining system, medical oxygen, a wheelchair, and a first aid kit.

The post LGUs, state university get Php20-M emergency vehicles from PAGCOR appeared first on European Gaming Industry News.

Latest News

Evolution Launches First Live Casino Studio in the Philippines

Published

3 hours ago

June 30, 2025

George Miller

Reading Time: < 1 minute

Evolution has announced that its first-ever live casino studio in Asia went live today.

Located in Cebu, the Philippines, the studio marks a significant milestone in Evolution’s Asia-Pacific expansion and serves the regulated Philippine online gaming market, which is the first licensed iGaming jurisdiction in Asia.

The new operation launches in partnership with One Visaya Gaming Corporation (OVG), an industry leading company which operates with strict adherence to PAGCOR’S (Philippines Amusement and Gaming Corporation) code of conduct. This collaboration allows Evolution to offer its trusted live casino content to operators licensed in the Philippines.

Evolution’s state-of-the-art live casino studio in Cebu will initially offer Baccarat tables. Lightning Roulette and other game shows — including Marble Race and the standout Super Color Game, designed especially for players in the Philippines — are due to launch later this year. This new studio marks a major step in Evolution’s commitment to delivering localised, fully compliant entertainment tailored to regional markets.

Gionata La Torre, Evolution’s Chief Executive Officer for Europe, said: “We’re proud to launch our first live casino studio in Asia in the Philippines and be part of its regulated online gaming market. This new studio is a major milestone in our long-term commitment to the region. Partnering with OVG allows us to deliver world-class live content tailored to local preferences through licensed operators.”

La Torre added: “With player favourites available from day one and more exciting titles on the way, our focus remains on quality, innovation, and localisation — the keys to building trust and lasting engagement in any market.”

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The post Evolution Launches First Live Casino Studio in the Philippines appeared first on European Gaming Industry News.