TLDR
- IGT unveiled a new brand identity on Monday, ahead of the Global Gaming Expo (G2E) 2026 in Las Vegas.
- The rebrand follows private equity firm Apollo’s acquisition and merger of IGT and Everi last year.
- The new brand is built on three principles: fluid, frictionless, and magnetic.
- CEO Hector Fernandez said the identity reflects changes to the company’s culture, capabilities, and content.
- IGT will present the new identity alongside its products and services at G2E.
IGT, a gaming solutions company, has unveiled a new brand identity. The announcement came on Monday morning, just before the start of the Global Gaming Expo, or G2E, in Las Vegas.
The change comes as the company continues its transformation after last year’s acquisition and merger with Everi. IGT described the new look as modern rather than corporate.
The company said the move marks the next phase of its evolution. That phase is driven by changes to its leadership and business strategy.
What the New IGT Brand Stands For
IGT said its new brand rests on three principles: fluid, frictionless, and magnetic. These ideas are meant to show how the company builds products around player experiences while also supporting casino operators.
Fluid refers to the company’s focus on connected solutions. Frictionless relates to smoother experiences for both operators and players.
Magnetic refers to content designed to capture player interest. Together, the three terms form the foundation of the new identity.
According to IGT, the brand fits its strategy of offering an integrated solution for the casino floor. This includes products meant to encourage repeat play, along with industry knowledge and customer service.
The company wants to help operators access an ecosystem where content, technology, and operations come together. IGT said the identity is more than a visual update and is part of its wider transformation.
IGT also said the brand reflects its commitment to the casino floor and to building in-demand games. It also points to practical expertise and customer success.
CEO Says Changes Will Be Visible at G2E
IGT CEO Hector Fernandez said customers attending G2E will see the company’s transformation in its presence at the event. He said the updated identity shows the direction IGT is taking.
Fernandez said the company’s culture, capabilities, and content continue to change. He added that IGT aims to give operators a connected ecosystem that makes its products and services easier to use.
He also said IGT’s content is meant to attract players while helping operators improve performance.
The rebrand follows a major ownership change. Last year, private equity firm Apollo acquired and merged IGT with Everi, a financial technology provider.
Since that deal, IGT has gone through several changes, including a new executive leadership team. Fernandez has previously said his mandate is to restore IGT to its former position in the gaming industry.
The branding announcement forms part of that direction. The company is updating its corporate identity while preparing its offerings for operators and players.
G2E is an annual event that brings together gaming suppliers, operators, and other industry participants. IGT’s new identity will be presented there alongside its products and services.
The company said the change is meant to show how its culture, technology, content, and operator-focused approach are shaping its next chapter.
