Gauselmann's Strategic Rebranding Unveils a New Era in iGaming!

The German gaming powerhouse, Gauselmann Group, has undergone a significant transformation, officially rebranding itself as Merkur Group. This strategic rebranding initiative encomes the entire group, with Gauselmann AG, the holding company, will from now on continue its initial goal under the new name Merkur.com AG.

The rebranding process was successfully concluded on January 1, with the necessary amendments made in the commercial . It’s worth noting that this development maintains the existing ownership structure within the business unit. Established in 1980, Gauselmann AG initially served as a holding company, providing centralized services to various entities within the Gauselmann Group.

Hard Decision

The move to adopt the Merkur Group identity comes after 67 years since the foundation of the Gauselmann Group and five decades since the introduction of the Merkur brand in the 1970s. This strategic move reflects the group’s devotion to embracing digitalization and expanding its international footprint.

Paul Gauselmann, the founder and chairman of the company’s management board, emphasized the increasing digital and international nature of the corporate group. The rebranding aligns with these developments, leveraging the established appeal of the Merkur brand while maintaining a focus on continuity and stability, integral to the corporate philosophy.

Gauselmann said: “The corporate group is becoming increasingly digital and international. The change of name reflects this fact. Both developments will benefit from linking the appeal of our Merkur brand to the company name. Continuity and stability are cornerstones of our corporate philosophy and will continue to be important factors for success going forward.”

This rebranding initiative is part of the broader brand “harmonization” strategy within the Gauselmann Group. In March 2022, the subsidiary adp Gauselmann GmbH underwent a similar transformation, adopting the name adp Merkur GmbH.

The Merkur brand has played a pivotal role in the group’s history, dating back to the 1970s with the introduction of the Merkur B amusement with prizes (AWP) machine. Subsequently, the group expanded its presence with the inauguration of the first Merkur Spielothek arcade. Over the years, the Merkur brand has become synonymous with the development, production, and distribution of various games, machines, and gaming systems, all under the iconic laughing sun brand logo. The rebranding marks a new chapter in the group’s evolution, emphasizing its desire to bring innovation and adaptability in the ever-changing gaming landscape.

Source:

”Gauselmann Group officially rebrands as Merkur Group”, igamingbusiness.com, January 2, 2024.