Apricot Celebrates 30 Years, Rebrands from Microgaming to Platform Leader

Apricot, the rebranded entity of Microgaming Software Systems Limited, is celebrating three decades with a bold rebrand. This milestone, reached in 2024, is more than a reflection on the past—it signals a reinvention. In response to evolving market demands, Apricot has embraced a new focus, emphasizing its platform software services over its historic content aggregation role.

As part of its transformation, Apricot has embraced a refreshed identity, moving beyond its legacy of Microgaming's pioneering origins to fully focus on its role as a leader in platform software.

The Journey from Content to Platform Provider

A significant shift in Apricot’s trajectory began in 2022 with the acquisition of its gaming assets by Games Global. This transition, although challenging, provided Apricot with an opportunity to rethink its identity. The shift continued throughout 2023 as the company navigated its way to redefine its market positioning and the core of its offerings. The newly established direction reflects a strategic move toward platform software and technology services, aimed at facilitating seamless, secure, and innovative gaming experiences.

Apricot’s repositioning goes beyond corporate strategy—it’s deeply rooted in its people-centered philosophy. The staff's insights and experiences have played a crucial role in shaping this transformation, which aligns with Apricot’s long-standing commitment to adapting and thriving within the gaming industry.

At the heart of Apricot’s updated vision is a refined value proposition: to empower major online gaming brands with platform software that ensures secure and efficient game and sports betting delivery. Apricot’s advanced technology processes over 210 million bets daily and has garnered over 20 industry awards, cementing its status as a reliable partner for some of the world’s most prominent iGaming brands.

This rebranding represents more than a corporate shift—it is a testament to Apricot’s allegiance to delivering quality and innovation. Apricot’s goal is to establish itself as a leader in platform software solutions, providing its partners with tools to drive performance and maintain user satisfaction across various gaming and betting platforms.

Visual Identity and Consistency

Apricot’s visual identity has also undergone a thoughtful transformation, aligning with its new corporate focus. This refreshed branding approach integrates modern design elements to represent a vibrant, forward-thinking image while retaining key elements such as the company’s name and logo, symbols of Apricot's enduring legacy. The redesign centers on three principles:

• Alignment: Apricot’s new look is designed to represent its transition from a content aggregator to a platform software provider. The visual elements are crafted to resonate with this shift in market positioning.
• Consistency: Obsolete branding materials have been phased out to introduce a cohesive suite of visual assets that will enhance brand recognition and reinforce its focus areas across all touchpoints.
• Modernization: Apricot’s visual overhaul includes vibrant new graphics and a design language that reflects the company’s ongoing commitment to modernity and its people-first approach.

This carefully curated transformation serves as a visual embodiment of Apricot’s strategic pivot, highlighting its readiness for the demands of the next decade.

Accompanying the rebranding effort, Apricot has launched an updated website to showcase its evolved value proposition and visual identity. The new website offers a comprehensive view of Apricot’s history, its present offerings, and future objectives, providing users with a seamless and intuitive experience that reflects the company’s digital capabilities and the strength of its partner network.

The website is intended as a digital platform that not only showcases Apricot’s journey but also serves as a testament to the company’s ongoing investments in technology, partnerships, and customer engagement.

Strengthening Apricot’s Market Position

Apricot’s 30th anniversary isn’t merely a commemoration of its past accomplishments—it is a signal of its plans for the future. In 2024, Apricot aims to expand its brand visibility by leveraging owned media channels and forming strategic partnerships with like-minded media outlets. This approach aligns with its reinforced marketing strategies aimed at establishing Apricot as a thought leader within the iGaming software sector.

The year ahead promises to bring further developments as Apricot continues to support its clients, partners, and the larger gaming community with innovative and reliable platform solutions.

Source:

''Microgaming Unveils a New Chapter: A Platform for the Future'', linkedin.com, February 08, 2024.