International Game Technology (IGT) has launched a bold new brand positioning to complement the company’s vision and promise to lead and transform the gaming world. Defining the cutting edge of entertainment and technology, IGT unveils a new, forward-looking brand identity for both IGT and DoubleDown Interactive that goes beyond the casino floor to reach gamers anywhere, anytime.

“This is so much more than a logo change,” said Patti Hart, IGT CEO, in a prepared statement. “IGT’s new communications strategy, brand look, voice and feel are perfectly aligned with our proven business strategy to create best-in-class content and to distribute it anywhere, anytime.”

According to a company press release, only IGT has been steadily shaping the “gameosphere” of tomorrow by innovating and delivering industry firsts and bests since day one. Wide Area Progressive (WAP), Ticket-in-Ticket-Out (TITO), Multi-Layer Display (MLD), sbX server technology, Cloud capability, Wheel of Fortune slots and DoubleDown Casino—each has transformed the industry in its own right. The desire to push forward embraces the challenges of the future gaming world, where entertainment knows no borders.

 “We are not changing who we are,” Hart said. “Our brand’s next chapter is built upon what has made us great. The spirit of innovation shines through our new games on the G2E floor, as we roll out new technologies and products proudly sporting our new global visual identity. We know that we all win when players engage more. Whether it’s the gaming experience that players of all ages crave or optimized solutions designed for operators’ success on the global stage, IGT will continue to deliver beyond expectations.”