International Game Technology (IGT) unveiled a new brand identity which it is set to adopt as the sale of its Gaming and Digital business (IGT Gaming) looms. The rebrand will see IGT trade as Brightstar – a company committed to becoming a “ premier pure play lottery business designed to elevate lotteries and inspire players.”
The New Name Aligns with the Company’s Ethos
In its official release, the company stated that the rebrand will happen with immediate effect, although the legal change to Brightstar will only occur once Brightstar Lottery PLC is registered with the UK Companies House – something expected to occur once Brightstar closes the sale of IGT Gaming to the buyer.
According to the announcement, the new Brightstar brand seeks to reflect the company’s “forward-thinking global leadership in the lottery industry, acting as a guiding light and source of inspiration and innovation for lottery customers and players.”
As Brightstar, the company will continue to innovate and deliver cutting-edge experiences for players across its entire lottery value chain. The company will continue acting as a lottery operator, provider and game creator, with continued efforts to modernize the sector and redefine lottery gaming.
Brightstar will therefore continue to innovate as it seeks to remain ahead of the curve, blending heritage with innovation and providing products that are both enjoyable and responsible.
Brightstar to Continue Shining Brightly
Vince Sadusky, Brightstar’s chief executive officer, commented on his company’s new brand identity, saying that his team is launching it with a “future-forward mindset.” The company, which has operated for approximately 50 years and cemented itself as the world’s leading lottery giant, will continue to help its clients differentiate their offerings from the competition.
We have a nearly 50-year history of reliability, innovation, and leadership in lottery, a bedrock from which we are launching Brightstar with a future-forward mindset of helping lottery customers around the world succeed in an environment of digital adoption, shifting player expectations, and an increasing variety of gaming choices.
Vince Sadusky, CEO, Brightstar
Now entirely focused on the lottery sector, the company will be well-positioned to drive further innovation, Sadusky said. He added that this would help Brightstar’s clients grow their businesses, provide players with unforgettable experiences and generate more money for good causes.
For context, Brightstar supplies lottery solutions to some 90 lottery consumers across six continents. It is furthermore the main tech provider of 26 of the 46 US states that allow lottery gaming, as well as 7 of the top 10 largest lotteries in the world.