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IGT, a gaming solutions company, has unveiled a new identity for itself as the company undergoes its transformation following the acquisition and merger with Everi last year. The announcement was made on Monday morning before the beginning of the Global Gaming Expo or G2E in Las Vegas, 2026.
The company says that the identity is not a corporate identity but rather a modern one. It said that this move is a continuation of the next phase of its evolution due to its change in leadership and business strategy.
The launch comes as IGT presents its products and strategy to industry stakeholders at G2E. The company said its updated brand is centered on creating a connected experience for both players and casino operators.
Brand Focuses on Connected Experiences
IGT said its new brand is based on 3 principles: being fluid, frictionless, and magnetic. These ideas are intended to represent the company’s approach to developing products and services that are designed around player experiences while also supporting operators.
According to the company, the new image is in line with their strategy of being an integrated solution for the casino floor. This includes products that are meant to foster repeated play, industry knowledge, and customer service.
The direction of the company’s brand is related to its desire to assist operators in accessing an ecosystem where content, technology, and operations come together. IGT positioned the identity as more than a visual update, describing it as part of its wider transformation.
The new branding was introduced as IGT prepares to showcase its products at the Global Gaming Expo. The annual event brings together gaming suppliers, operators, and other industry participants.
New Identity Arrives at G2E
IGT CEO Hector Fernandez said customers attending G2E will see the company’s transformation reflected in its presence at the event. He said the updated identity represents the direction IGT is taking as its culture, capabilities, and content continue to change.
Fernandez said IGT is aiming to provide operators with a connected ecosystem that makes the use of its products and services more seamless. He added that the company’s content is intended to attract players while helping operators improve performance.
The company’s use of the terms fluid, frictionless, and magnetic forms the foundation of its new identity. Fluid refers to the company’s emphasis on connected solutions, while frictionless relates to smoother experiences for operators and players. Magnetic refers to content designed to capture player interest.
IGT said the brand reflects its commitment to the casino floor, the development of in-demand games, practical expertise, and customer success. These elements are expected to be reflected in the company’s presentation during G2E 2026.
Transformation Follows Everi Merger
The new brand identity follows the acquisition and merger of IGT and financial technology provider Everi by private equity firm Apollo last year. Since the transaction, the company has undergone changes that include the transformation of its executive leadership team.
Fernandez previously said his mandate was to restore IGT to its former position within the gaming industry. The company’s latest branding announcement forms part of that direction as it updates its corporate identity and prepares its offerings for operators and players.
IGT’s new identity will be presented alongside its products and services at G2E in Las Vegas. The company said the change is intended to show how its evolving culture, technology, content, and operator-focused approach are shaping its next chapter.
Source: Inside Asian Gaming
