IGT unveils new logo and brand identity

Gaming technology business IGT unveiled its new brand identity, including a new logo (pictured), on Monday. “The new brand signals the organisation’s transformation, and commitment to operators and players”, it said in a press release. The presentation of the new brand identity coincided with the 2026 Global Gaming Expo (G2E), taking place until Thursday in Las Vegas, Nevada, in the United States. “Built on the principles of being fluid, frictionless and magnetic, the new IGT brand identity reflects a singular commitment: delivering an experience that is designed around the player and built for operators”, stated the company. It added: “Moving away from a typical corporate look, the new brand showcases a bold and modern appearance that expresses the next chapter of the company’s evolution”. The release quoted IGT chief executive Hector Fernandez as saying the new brand identity signals how “culture, capabilities and content” are propelling the business forward. “We are providing operators with a fluid and frictionless, connected ecosystem with magnetic content that will excite players and drive performance,” he added. The current IGT was formed through a merger combining IGT plc’s gaming and digital content business with fintech specialist Everi Holdings Inc in a circa US$6.3 billion transaction involving funds linked to private equity firm Apollo Global Management Inc. The deal was completed in July last year. Driving business efficiencies and cash flow creation are key focus areas for the new IGT, its CEO Mr Fernandez told GGRAsia in an interview earlier this year. In July, the firm announced that it would be ending its electronic table game (ETG) business in 2027.