As part of a brand overhaul, popular US gambling software provider, Scientific Games has secured its name change to Light & Wonder as it looks to shift more of its perception to iGaming.
It is hoped that this strategic move will help to realign its position in the US market and as a result, it has also streamlined other elements of its wider business.
The official line is that this decision means that the company will fully focus on creating industry-leading and immersive games with a focus on being 100 per cent customer centric.
Exciting times for the company
With the brand looking to go in a more focused direction, it appears that this name-change and rebrand may make sense – a sentiment that is shared company-wide.
Chief Executive Officer for Light & Wonder, Barry Cottle, explained: “We are thrilled to introduce the world to Light & Wonder, a company that will build great games and franchises that offer players a seamless experience across platforms.
“Our powerful new strategy required a powerful new identity to distinguish us and our unique offerings and capabilities. Our new name and identity are born from our winning strategy to be the leading cross platform game company and will inspire our people to make great products for our players.”
With the software provider redirecting its vision to focus more on iGaming, it has planned for this by offloaading its lottery and sports betting assets and Cottle is confident that tehy can make their mark.
“We already have a world-class team powered by the brightest game creators in the business and in transforming into a growth company who invests in our people and products, we will serve our players even better wherever and whenever they play.”
Expansion into new markets?
Now with more of a clearer focus, specialising in just creating online casino games, it could see the software developer push into more global markets, especially considering the number that have recently become regulated.
Of course, the US has witnessed the opening up key states and as a result, there has been a significant amount of activity from software providers and game studios. With Canada also opening up, following the regulation of the province of Ontario, this also represents an enormous amount of potential. Of course, key South American countries have also shown that they can make an impact, such as Argentina so it could see Light & Wonder start to make an impact in the wider industry.
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