IGT Reveals New Corporate Brand, Announces Video Poker Deal Leading slot manufacturer International Game Technology used its massive booth at September’s Global Gaming Expo to reveal its new corporate branding and new marketing look for both the company and its DoubleDown Interactive social-gaming subsidiary. IGT also announced a massive deal to provide video poker machines to Caesars Entertainment.
The new branding includes new logos and an updated modern look, which, according to the company, aligns IGT’s business and communications strategy, complementing the company’s vision.
The new brand reflects IGT’s strategy focused on creating cross-platform content that players can access anywhere, any time, with advanced technology in all game areas.
“This is so much more than a logo change,” said IGT CEO Patti Hart. “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.”
Hart said the new branding and new look reflect all the elements that made the company successful. “We are not changing who we are,” she said. “Our brand’s next chapter is built upon what has made us great. The spirit of innovation shines through our new games on the G2E floor, as we roll out new technologies and products proudly sporting our new global visual identity.
The company also announced a contract to replace 7,000 video poker machines at casinos nationwide operated by Caesars Entertainment.
Financial terms were not disclosed, but IGT officials said the deal is part of the largest gaming reinvestment Caesars has made in 10 years. The announcement was made on the opening morning of the Global Gaming Expo in Las Vegas.
In a note to investors, Union Gaming Group Managing Director Bill Lerner said the deal could be worth as much 6 cents to 7 cents in annual earnings per share to IGT.