Apricot, the company formerly known as Microgaming, marks a pivotal milestone in its 30-year journey, celebrating its transformation from a content provider to a platform-driven technology leader. With an eye on the future, Apricot embraces its rebranding, focusing on offering sophisticated platform software solutions to the gaming industry.
A Bold Shift: From Content Aggregation to Platform Expertise
Apricot’s evolution is a clear departure from its roots in content aggregation, a shift that began in 2022 when Games Global acquired Microgaming’s game assets and distribution network. This move allowed Apricot to pivot, concentrating on providing advanced platform solutions.
Today, the company’s core offering is a secure, scalable infrastructure that powers gaming brands across the globe. With a focus on seamless and responsible gaming experiences, Apricot now processes over 210 million bets daily. This platform expertise, combined with over 20 industry awards, solidifies the company’s place as a trusted name in iGaming.
Apricot’s focus has always been about more than just creating games. It has always aimed to provide technology that enables the industry’s biggest players to thrive. Now, with this bold new platform-driven approach, Apricot is well-positioned to lead the next generation of gaming solutions.
A New Look to Reflect a New Path
Alongside the strategic shift, Apricot has unveiled a refreshed visual identity. The updated branding symbolizes the company’s transformation into a platform provider, leaving behind its earlier identity as a content distributor. Bold, modern design elements now dominate Apricot’s visual presence, signifying a contemporary, professional approach to advanced gaming technologies.
Despite the fresh look, core elements such as the brand name and logo have been retained, ensuring continuity with its Microgaming heritage. This careful balance of the old and the new allows Apricot to preserve the legacy that built its reputation while presenting a strong, forward-looking image to the market.
Apricot’s rebranding reflects more than just a visual change; it’s a representation of the company’s commitment to innovation, quality, and a people-first philosophy in everything it does.
Digital Presence Revitalized: The New Website
As part of its rebranding efforts, Apricot has launched an updated website that offers a comprehensive view of its evolution. The new site is designed to highlight the company’s platform-driven mission, its impressive history, and its future goals. Through a user-friendly digital interface, Apricot showcases its global partnerships, technological advancements, and commitment to responsible gaming.
The site is more than just a digital brochure—it’s an intuitive platform that serves as a window into Apricot’s strategic direction. Visitors can learn about the company’s key milestones and discover the capabilities that make Apricot a standout in the iGaming space.
This new online presence enhances Apricot’s visibility and accessibility, aligning with its mission to be recognized as a global leader in gaming technology solutions.
Looking Ahead: A Vision for the Future
While Apricot celebrates its 30th anniversary, it’s also looking forward, positioning itself as a driving force in the future of iGaming. As the company expands its platform offerings and strengthens its partnerships, Apricot plans to increase its brand visibility throughout 2024. This will be done through a blend of owned media and strategic collaborations designed to elevate the company’s presence in the competitive iGaming market.
This shift in focus reflects Apricot’s dedication to pushing the boundaries of what platform technology can do for the gaming world. With a track record of innovation and a strong commitment to responsible gaming, the company aims to continue leading the charge in shaping the next chapter of iGaming.
Looking ahead, Apricot remains steadfast in its mission to provide top-tier platform solutions that elevate the gaming experience for brands and players alike. The company’s 30-year history as a trailblazer in the gaming space now blends with its vision for the future as a technology-driven platform leader.
