As Apricot Investments (formerly known as Microgaming) celebrates its 30th anniversary in 2024, the company is not only reflecting on three decades of innovation and leadership in the iGaming industry but is also unveiling a renewed brand vision and visual identity. This milestone is part of Apricot’s strategic evolution, focusing on expanding its platform products and services and broadening its industry interests.
Brand evolution and new strategic direction:
The celebration of the 30th anniversary is a significant marker in Apricot’s history, originally founded in 1994 as Microgaming. In 2018, the company underwent a rebranding to become Apricot Investments, signaling a shift in its business strategy from being predominantly a game provider to a broader focus on technology and platform services. This transition reflects Apricot’s commitment to adapting and leading in an ever-evolving market.
Apricot continues to honor its roots by maintaining the Microgaming brand alongside its own, leveraging the historic strength and recognition of the Microgaming name while promoting the expanded capabilities under the Apricot banner. This dual-brand strategy helps to preserve the legacy of pioneering online gaming while embracing a future of technological advancement and market leadership.
The refreshed visual identity introduced in 2024 encapsulates Apricot’s renewed focus on innovation and service excellence. The new branding aligns with the company’s mission to offer robust and adaptable platform solutions that empower the largest online gaming brands worldwide. This update includes a suite of modernized design elements that reflect Apricot’s people-first philosophy, blending traditional values with a forward-looking approach to industry challenges and opportunities.
Following the rebranding as Apricot Investments, the company sold its intellectual property to Games Global Limited in 2022, which has further enabled Apricot to concentrate on enhancing its technological base and service offerings. The company’s platform now integrates with over 30 gaming operators and 135+ international studios, strengthening its position as a leader in comprehensive platform software and technology. This robust system facilitates the seamless delivery of gaming experiences, highlighting Apricot’s pivotal role in shaping the future of online gaming.
Apricot’s journey since its inception as Microgaming has been marked by significant achievements, including launching the world’s first genuine online casino software in 1994 and setting records with a jackpot payout in 2015. The company also expanded its physical presence with new office spaces in 2024, underscoring its ongoing investment in growth and innovation.
The redefined vision for Microgaming reflects its expanded capabilities and strategic direction. 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.” This narrative underscores both the legacy and the future aspirations of Microgaming, now augmented by Apricot’s technological assets and innovative prowess.
The evolution is deeply influenced by a people-first philosophy, embodying the contributions of a dynamic team that melds seasoned industry expertise with fresh perspectives to craft this new narrative.
Visual identity and brand evolution:
The transformation extends into Microgaming’s visual identity, which has been thoroughly updated to reflect its strategic pivot better:
- Alignment: The new visual identity is in sync with the strategic transition from a games aggregator to a leader in comprehensive platform software and technology, significantly influenced by Apricot’s integration.
- Consistency: By retiring outdated assets, Microgaming introduces a uniform suite of visual elements that enhance brand recognition and articulate the focus areas clearly.
- Modernization: The updated branding infuses a contemporary aesthetic with vibrant design elements, focusing on people and signaling ongoing investment and innovation in its core operations.
Key symbols like the company’s name and logo preserve their historical significance, anchoring the brand’s heritage while embracing a new era of technological advancement and market leadership.
Apricot has brought to Microgaming its market-leading casino platforms and sportsbook products, which are known for their robustness and adaptability. Globally recognized as the Apricot Platform, it empowers the largest online gaming brands to deliver their offerings seamlessly and responsibly worldwide.
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