Microgaming Announces Strategic Brand Refresh on Its 30th Anniversary

Apricot Investments, formerly Microgaming Software Systems Limited, celebrated its 30^th anniversary by reflecting on its evolution and setting the stage for a bold rebrand.

The iGaming pioneer, headquartered in the Isle of Man, is embracing a new identity to move with evolving market demands. It is moving away from its renowned pioneering origins legacy and adopting a new focus on expanding platform products and services. The company also seeks to make its mark as a global leader in platform software.

Brand Evolution

Since its establishment in 1994, Microgaming has set itself apart with an unwavering commitment to adapting and leading in an ever-changing gaming landscape. In 2018, the company underwent a significant trajectory shift when it rebranded to Apricot Investments, realigning its purpose from predominantly game provision to a broader focus on technology and platform services.

Even with the significant rebrand, Apricot maintained the Microgaming brand for the benefit of its historic might and popularity. This arching approach allowed the iGaming provider to blend its pioneering legacy with technological advancement.

Another trajectory shift came in 2022 with Games Global's acquisition of Apricot's gaming assets. While the transition was challenging, it provided the opportunity for Apricot to reassess its market positioning and core offerings.

A Redefined Vision

As it celebrates 30 years, the company now embraces a new direction focusing on seamless, secure, and innovative gaming experiences with comprehensive platform software and technology. The platform currently hosts over 30 gaming operators and 135+ third-party studios. This seamless system cements Apricot as a spearheading force in defining the future of online gaming.

Microgaming's innovative mastery set high expectations for its future aspirations. The company stated: "Microgaming's pioneering platform software and technology facilitates the delivery of over 210 million bets per day, earning us over 20 industry awards, and empowering the world's biggest online gaming brands to deliver games and sports betting seamlessly and responsibly to players worldwide for over 30 years."

Visual Rebrand

Apricot's visual identity is also part of the extensive transformation to reflect the company's strategic focus. The new branding approach will maintain key aspects of the company's historic name and logo while injecting modern design elements that anchor its vibrance and forward-thinking nature. The redesign will pivot on alignment, consistency, and modernization, showcasing the new era of technological innovation, market leadership, and regulatory compliance.