German gaming group Gauselmann Group has confirmed its rebrand to Merkur Group to better reflect the corporate group’s digital and international direction.
Officially finalising the rebrand that was initially announced in September, the company completed its change from Gauselmann AG to Merkur.com AG on January 1 following its entry on the commercial register.
Although renaming, Merkur.com AG will remain in the ownership of the Gauselmann Family Foundation.
Commenting on the rebrand, Founder and Chairman of the Management Board, Paul Gauselmann, said: “The corporate group is becoming increasingly digital and international. The change of name reflects this fact.
“Both developments will benefit from linking the appeal of our Merkur brand to the company name.”
Gauselmann added that the renaming is a nod to the Merkur brand success, which was introduced in the 1970s, beginning with the first proprietary amusement with prizes machine – the Merkur B.
The Merkur Spielothek – the company’s first owned arcade – was next, before the brand expanded across numerous games, machines and gaming systems over the years.
The Merkur Chair also emphasised the importance of the corporation’s philosophy of “continuity and stability” as part of the rebrand, with websites, social media channels, company signs and marketing materials to be adapted as well.
Last October, Merkur demonstrated its international business direction after agreeing to a strategic cooperation with gaming technology provider Gaming Arts in North America.
