Companies in the gambling business, like as Paddy Power Betfair (now known as Flutter Entertainment) and GVC (the owners of the Party Casino brand), have been changing their names to more generic sounding ones like “Entain” and “GVC” in recent years. However, the plan appears to have been fruitful, since share prices have increased.

The newly rebranded Light & Wonder, Inc., formerly known as Scientific Games Corporation, claims to be following a similar tack in its pursuit of a “unified player experience” across all platforms.

 

CEO of Scientific Games Barry Cottle commented on the renaming, saying, “We are thrilled to introduce the world to Light & Wonder, a company that will build great games and franchises that offer players a seamless experience across platforms.” To complement our bold new approach and set ourselves apart from the competition, we needed a bold new name and logo.

 

As the firm’s CEO put it, “Our new name and identity are born from our winning strategy to be the leading cross casino platform game company and will inspire our people to make great products for our players.”

Shifting Gears

 

As the result of careful consideration and deliberation over the period of several months, the firm has decided to rebrand itself as Light & Wonder. It plans to sell up a chunk of its lottery and sports betting activities in the near future so that it may focus on becoming a major cross-platform global gaming firm.

 

The new moniker is the product of the company’s strategy and the input of influential members of the community and its clientele. This demonstrates the company’s dedication to creating innovative content, technology, and systems that make it possible to play games in any format, from any place.

 

By becoming a growing company that invests in its people and its products, “we already have a world-class team powered by the brightest casino game creators in the business,” Cottle said. “We will serve our players even better whenever and wherever they play.”

 

The company’s rebranding efforts include the introduction of a newly designed website that will include details on iGaming and traditional products, technologies, and services including player account management and gaming hardware.

 

Until the official rebranding is finished in the spring of 2022, Light & Wonder will continue to operate under a fictitious name.