Major Brand Consolidation At Microgaming
Published: Monday, May 08, 2006 Online-Casinos.com
MAJOR BRAND CONSOLIDATION AT MICROGAMING
Top turnkey provider to bring Prima and Jackpot Madness into the corporate brand
Two famous online gambling brands will fade away by late summer this year, getting a shiny new look after being absorbed into the main Microgaming brand, the company announced this week.
The progressives brand Jackpot Madness and The Prima Poker Network will morph into Microgaming Poker Network and Microgaming Progressive Network with a new ‘Powered by Microgaming’ seal, which will appear on all the sites which use the company’s software.
Both the Jackpot Madness and Prima Network brands will be phased out by late summer to give players a period to adjust to the changes. Both of these websites will be integrated into a new Microgaming.com website. Monte Carlo Millions, a major Monaco-based poker tournament traditionally sponsored by the Prima Network will be dropped in favour of a number of exciting new marketing opportunities to be announced soon.
Company spokesmen say the move will serve to simplify all future communication. By focusing on one single brand, the company believes it can create greater impact in a consolidating market and that ultimately, the Microgaming logo and identity will give players added confidence in an operator’s ability to deliver fair, intuitive, entertaining play.
It looks as if Microgaming intends to keep the pressure on its competitors with regular monthly new games releases - the announcement reveals a program to release a total of 60 new games in 2006 alone. It also reaffirms the group's commitment to "...ever richer game playing experiences with constantly evolving software using cutting edge technology, together with advanced fraud control and transparency innovations."
CEO Roger Raatgever says: “We have led the industry for over a decade during which time separate brand names have served us brilliantly and helped our operators attract millions of new players to online gaming. Now we are entering a new stage of growth and we believe that by making these changes we are ready for this new era.”
Microgaming launched the first fully operational online casino over a decade ago. It was the forerunner of such industry innovations as Cash Splash, the internet’s first wide area progressive jackpot, launched in 1998. The company's 11 progressives have paid out $199 million in total. Microgaming now powers 120 casinos and has developed a choice of more than 300 casino games in eleven languages and the software to support six major currencies. With links to hundreds of developers, Microgaming powers over 40 poker rooms on its network.
