Industry News
Digital Chain is a business statement. Iryna Kurochkina, Founder & CEO of DC, on the agency’s rebranding and ambitious plans
1. So, the first big gaming exhibition of the new decade, ICE London 2020, is here, and so is the crazy surprise: Digital Choo rebranding into Digital Chain! Tell us more about the idea and how long were you planning it.
The rebranding is a major change, and it came to us really naturally. Over the course of 3 years on the market we’ve developed an interconnected in-house infrastructure of services, won over great global companies as our clients, created many award-winning campaigns, and, in the end, we’ve changed. We have a larger grasp of understanding who we are and what value we present to our clients, partners, the advertising markets, and the world in general. So the aspiration for change came from the inside as a natural desire to match our external image with our internal values, the very essence of DC.
Digital Chain, ICE London 2020
What is Digital Chain? It is the power to break barriers and go above and beyond in pursuit of the outstanding results. It is intrinsically us — the international marketing agency that commits to using its complex knowledge and services to drive the process of brand establishment for every company that shares the same passion and beliefs with us.
2. Could you elaborate more on the practical implementation of the concept of rebranding?
The most obvious change is our brand identity embodied in all external branding, POS materials, merchandise and so on. However, Digital Chain is much more than visual changes. It is a business statement. It is about our plans, goals, and the services we bring to the market.
Every piece of our new image communicates exactly who we are and what value we carry to the world. Liquid metal is a key element of our renewed style: a symbol of the agency’s strength yet flexibility, the skills and expertise that complement the DNA chains of new strong brands that we help to create. Other new corporate colors add vibrancy to this philosophy, with Stark White to represent fearlessness, absolute freedom of action, purity of thought, the absence of chaos in our work processes, and Rich Black to reflect our passion for exploring the essence and solid, confident steps to conquer the unknown.
We are bold and daring in our aspiration to develop the international community, and this is essentially what the story’s about. In the near future, Digital Chain will connect even more markets all over the world, introducing its services to Asian and African clients. We will also contribute our expertise in niche verticals to the development of markets that have only recently adopted the global practices and undergo gambling legalization. And of course, we are about to expand our client portfolio both in niche and mainstream categories.
3. A general question on rebranding: If you are doing well, why should you rebrand? As they say in the US, “if it ain’t broke, don’t fix it”. Isn’t this the mantra?
Change is the only constant thing in the world. To keep yourself in an old framework when you’ve grown, and become so, so much more, is simply wrong. True freedom comes from being sensitive – first of all, to yourself; from being honest; from accepting who and what you are and bringing the corresponding image into the world with responsibility and good intentions. This is how real difference is made- by being yourself to the fullest. It is exactly the same for businesses as for individuals.
4. A number of big companies have fallen off their hallowed perch in the last decade or so. Kodak, Thomas Cook, Nokia, the list goes on. Changing technologies played a big part in that. Do you think in this era of rapid emergence of disruptive technologies, just rebranding alone can help the companies to flourish?
In a fast-paced world that we live in today, visionaries and pathfinders set the reality that everyone else is battling to succeed in. So yeah, technological advancement must underlie any other changes, without a doubt!
Watching the global market closely, over some time you start to see the pattern of all sales, mergers, acquisitions – an ever-evolving live organism that aspires to reach its maximum potential. It is important to keep everything connected so if one part changes, the others naturally follow suit as well.
5. Specific to the gaming sector, how should a company go about rebranding? What should be the underlying factors a company should consider before making a decision to rebrand?
This company should answer a nominal question “Why?”. As indicated, one of the lasting trends in the gaming/gambling industry, which is highly relevant in 2020, is market oversaturation. Target audiences have difficult time telling companies apart from each other. You may ask if rebranding is the answer. It could be, but it also could not be the one. It is a combination of factors and external influences that have to be taken into account to decide whether rebranding is truly what a company needs.
During the process, you have to be true to your brand essence, consistent, and… there are really many ingredients to the development of a perfect rebranding. A reliable and proven marketing partner is highly recommended to ensure all the details are perfectly set, and that the new brand really stands out and communicates the right messages in the right tone of voice.
Evoke, one of the world’s leading betting and gaming companies with internationally renowned brands including William Hill, 888 and Mr Green, announced the establishment of a new Technology Committee of the Board effective immediately.
The Committee will be chaired by Independent Non-Executive Director Susan Standiford. Non-executive Directors Limor Ganot and Ori Shaked will also be members of the Committee.
The Committee will provide Board-level oversight of evoke’s major technology investments and initiatives, ensuring alignment with business strategy, risk management and operational effectiveness.
Jon Mendelsohn, Chairman of evoke, said: “In a world where technology is evolving at break-neck speed and in an industry where technology leadership is a core driver of sustainable success, our Technology Committee will play an important role in strengthening the Board’s governance and long-term strategy development. The Committee will focus on providing transparency and insight across our product, technology, data and operational initiatives as well as informing the Board and executive leadership on technology trends with the potential to shape the Group’s long-term competitive advantages.”
The post Evoke Announces the Establishment of a New Technology Committee appeared first on European Gaming Industry News.
Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
Latest News
Seminole Hard Rock Hotel & Casino Tampa has been named the luckiest casino in the US according to a recent study conducted by Casinos.com. The resort claimed the top spot based on an in-depth analysis of Tripadvisor reviews, measuring the frequency of luck-related keyword mentions. With a 25.49% luck rate, Seminole Hard Rock Tampa topped the list thanks to glowing guest feedback, including frequent mentions of jackpots, hand pays and bonus wins. 50 reviews mentioned the word “jackpot,” and 19 even referenced a “hand pay.” Casinos.com tracked keywords such as lucky, luck, won, winning, success, jackpot, hand pay, winner, bonus, profit to determine which U.S. casinos inspired the most winning moments among visitors.
The Missouri Gaming Commission has announced that it has officially begun accepting applications for sports betting license. The Commission made the announcement following the unanimous approval of a resolution drafted Tuesday that approved the licensing process. The resolution passed after Gov. Mike Kehoe’s office reviewed it. The licensing period opens roughly six months after Missouri voters narrowly approved a constitutional amendment legalising sports betting. The measure passed by less than half a percentage point, with a margin of less than 7500 votes.
Underdog Fantasy has relaunched its draft-style daily fantasy sports (DFS) games in New York, nearly two months after it withdrew all of its DFS competitions from the Empire State. The decision to withdraw all DFS contests from New York in March came after a ruling from the New York State Gaming Commission in which the commission determined Underdog was not in line with the state’s current DFS law. An Underdog Fantasy spokesperson confirmed the company is still working under a temporary license. The New York State Gaming Commission agreed to allow the company to offer its draft DFS games with the temporary license. Most DFS companies in New York operate with a temporary license.
New Partnerships
Pollard Banknote Limited has congratulated the West Virginia Lottery on the successful launch of Royal Court Riches, its first eInstant game from the Pollard Digital Games Studio. Royal Court Riches has already demonstrated strong performance in multiple markets—in its first international launch, it achieved that jurisdiction’s highest tickets sold, total sales and gross gaming revenue within its first 30 days of release. Royal Court Riches is the first in a series of games from the Pollard Digital Games Studio slated to launch in West Virginia this year.
SYNOT Games has announced a new partnership with Caliente, one of Mexico’s top gaming platforms. This collaboration marks an exciting expansion for SYNOT Games, as it brings its acclaimed portfolio of gaming content to the Mexican market. It enhances Caliente’s offerings with an extensive array of high-quality slot games such as Respin Joker, Book of Secrets, Realm of Lions and Forest Maiden, designed to captivate players and boost engagement. Caliente with its strong presence in Latin America, is the perfect partner for SYNOT Games’ expansion into the region. The partnership aims to deliver an exceptional gaming experience, combining SYNOT’s visually rich, innovative games with Caliente’s extensive reach and reputation.
The post Gaming Americas Weekly Roundup – May 19-25 appeared first on European Gaming Industry News.
Industry Awards
Betsson Group Nominated in 14 Categories at the Women in Gaming Diversity Awards 2025
Betsson Group has been nominated in 14 categories at the Women in Gaming Diversity & Employee Wellbeing Awards 2025, hosted by Clever Duck Media. These include five company-wide nominations and nine individual nominations for eight of its employees.
These annual awards celebrate excellence in equality, diversity, inclusion and employee wellbeing across the global gaming industry. Since its launch in 2010, the event has solidified its position as one of the global gaming industry’s most respected diversity accolades.
The categories in which Betsson Group and its employees have been shortlisted include:
Company Category Nominations:
Best Diverse Place to Work
Community Engagement
Company of the Year (Operator)
Diversity & Inclusion
Great Place to Work Award
Individual Category Nominations:
Affiliate Leader – Shakyra Jonsson
Employee of the Year (Operator) – Lisa Mifsud
Excellence in Customer Service – Gabriella Larsson
HR Champion (Operator) – Tamara Klibadze
Innovator – Lena Nordin
Inspiration of the Year (Operator) – Lena Nordin
Positive Role Model of the Year (Operator) – Lara Lombardi
Star of the Future (Operator) – Jessica Carrillo Miranda
Young Leader of the Year (Operator) – Chellyanne Cassar
These nominations reflect the company’s ongoing dedication to creating a workplace where employees feel valued, respected and empowered to succeed. At Betsson Group, diversity, equity and inclusion are more than buzzwords; they are embedded in the company’s culture, values and daily actions. In previous years, Betsson has been recognised at the WiG Diversity Awards for Best Diverse Place to Work (2022 and 2024), Company of the Year (2019 and 2022) and for Diversity & Inclusion (2021). For the individual categories, Betsson employees have previously won Excellence in Customer Service, Star of the Future and Young Leader of the Year.
The post Betsson Group Nominated in 14 Categories at the Women in Gaming Diversity Awards 2025 appeared first on European Gaming Industry News.
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