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Gauselmann Group Rebrands as Merkur Group: A New Era in Gaming

Updated: 16.04.2024
Reviewed by Alan Kendall
Fact checked by Aleksandra Andrishak

German-based gaming firm Gauselmann Group has officially rebranded as Merkur Group on 1 January 2024. The move, announced back in September 2023, will see Gauselmann AG, the firm's holding company, become Merkur.com AG.

gauselmann group rebrands as merkur group

All of the company's branding across digital channels and social media will also be updated to reflect the rebrand and name change to Merkur.

Gauselmann Founder, businessman and CEO Paul Gauselmann commented on the move:

"The corporate group is becoming increasingly digital and international. The change of name reflects this fact. Both developments will benefit from linking the appeal of our Merkur brand to the company name."

The Rebranding Journey: Gauselmann to Merkur

The Gauselmann Group was established in 1957 and remains one of the longest serving brands in the industry, particularly in European markets such as Germany and the UK.

Business activities span half a century and this move places a significant stake in the group of the company's historic roadmap.

Gauselmann added:

"The renaming is also a nod to the success of the Merkur brand. Continuity and stability are cornerstones of our corporate philosophy and will continue to be important factors for success going forward."

Significance of the New Identity

This is a major milestone within the gaming industry, from a well-known brand responsible for producing iconic retail gaming machines and digital titles such as Multi Wild and Fruitinator.

The new identity helps uniform the business architecture and paves the way for more global expansion.

Enhancing Global Presence

The group currently has stakes in more than 200 companies around the world, and will continue to expand and build on its presence. This rebrand will pull together all arms of the business under one instantly recognisable name.

Future Prospects and Strategies

Merkur Group is setting ambitious future plans to innovate gaming technology even further and create more captivating games, bolstering its 200+ strong digital portfolio.

As in previous years, the firm will be dedicated to pushing the boundaries of gaming technology and delivering immersive experiences through the development of innovative gaming devices and slots across various genres.


Conclusion and Expert Opinions

The Merkur Group will see the end of the Gauselmann Group after more than fifty years. However, the future looks extremely bright for the company and the move will do nothing but strengthen the brand on the global stage.

"This move is without a doubt one of the industry's major news stories of 2024 and we are only a few weeks into the year.

Whilst it is somewhat of a revelation, it is not surprising to see that the main arm of the company wishes to build further on the popular Merkur tag. A brand that is not only iconically recognized, but loved by many across the globe."

Read more gaming news and stay up to date with rebranding events by following our latest industry updates and insights.

Alan Kendall
Alan Kendall
Expert in: News, Blog, Slot reviews
A knowledgeable writer with more than 15 years experience in the iGaming industry. His strong interest and passion for slots allows him to showcase a wealth of knowledge in every article he writes. Alan has written for many top publications and media sites in the business. He shares his expertise with the community through well-researched guides and reviews that keep readers informed of the latest trends and updates.

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