IGT launches new 'blue' branding position
US software provider enters a 'new chapter' as it rebrands itself and social gaming offering DoubleDown Casino
US casino software provider International Game Technology (IGT) has launched a rebranding initiative, incorporating both the company and its popular social gaming offering DoubleDown Casino.
The new brand identity has been designed to “complement the company’s vision and promise”, with group CEO Patti Hart stating the overhaul to be a new chapter for the brand moving forward.
“This is so much more than a logo change. IGT’s new communications strategy, brand look, voice and feel are perfectly aligned with our proven business strategy to create best-in-class content and to distribute it anywhere, anytime,” she said.
“We are not changing who we are. Our brand’s next chapter is built upon what has made us great.”
The company has revealed a new brand logo and colour palette, tying in with IGT’s recent deal with Twentieth Century Fox to launch new slots titles based upon James Cameron’s Avatar.
A video released to coincide with the rebrand also includes a new logo for the company’s DoubleDown Casino, the first major changes to the product since IGT acquired DoubleDown Interactive for $500m in January last year.
Hart was initially criticised over the price IGT paid for the company, but DoubleDown Casino has since become the top-grossing social casino game on Facebook and has recently seen its revenues increase by 105% to $61.4m for the quarter ended 30 June 2013.