Rebranding is a strategy in marketing in which a new name, symbol, design, term, concept or combination thereof is created for an already-established brand with the intention of creating a new, differentiated identity in the minds of consumers, investors, stakeholders and competitors.
With that said, did you know that Microgaming has rebranded to Apricot?
In the world of online gaming, everyone knows Microgaming, a software provider that creates and supplies online casino games to several different platforms. Founded in 1994, Microgaming is one of the oldest and most established companies in the online gambling industry.
Now, Microgaming and its famous game content brand Quickfire are highly recognized throughout the industry, so integration of their games into an online casino adds considerable weight to the gaming site.
Apricot Investments
On June 28, 2018, Microgaming announced it has officially changed its name to Apricot Investments, which would be led by executive chairman Roger Raatgever.
At the same time, Microgaming's subsidiary changed its name to Quickfire Limited.
The company stated that the rebranding was done to create an "investment vehicle" that would enable it to pursue even more avenues within the online gaming industry.
Although it has changed to Apricot Investments, the company still continues to operate under the Microgaming moniker.
Quickfire Games
Quickfire games started in 2010 as an online gambling company that provided licensing to "white label" casinos.
By launching Quickfire, Microgaming made it possible for players to access their games at even more establishments.
Currently, the Quickfire platform supports over 400 different games, and services more than 20,000 players daily.
Among the Quickfire offerings include more than 220 slot games, over 75 table games, greater than 30 casual games, and 13 progressive jackpots.
Games Global
A key point in the brand's development came in May 2022, when Microgaming divested its game brand Quickfire to Games Global, a newcomer to the iGaming market that had remarkably managed to combine around 50 gaming vendors into a single offering within a few years.
The move has resulted in Microgaming concentrating its efforts on providing platform systems and services to other online gambling companies. Despite the shift in focus, Microgaming's games continue to excite players around the world as part of Games Global.
In fact, Microgaming holds a Guinness World Record title for the biggest jackpot payout in an online slot machine game (13.2 million GBP from a 25p spin). As far as progressive jackpot networks are concerned, the Microgaming network is unmatched. Microgaming's progressive jackpot payouts in 2022 amounted to 1.5 billion EUR, with Mega Moolah jackpots contributing the most.
Source:
https://www.apricot.co.im/
https://www.playcasino.com/casino-software/microgaming-software-systems-limited-casinos
https://www.softswiss.com/game-providers/microgaming/
