Malta-based affiliate KaFe Rocks Group has rebranded and is now known as Time2Play Media.
The strategic move aims to reinforce the company’s commitment to its flagship brand, Time2Play.com.
Founded in 2018 by Feda Mecan and Tim Tepass, the business currently operates a portfolio of more than 35 websites in 10 different languages.
The decision to rebrand was preceded by a thorough analysis of the company’s existing portfolio, values structure and market positioning.
“This is a new chapter for the company. We have seen tremendous success from our Time2Play.com brand, and this commitment to our flagship brand will better align us with both our current and future strategic vision,” co-founder and non-executive chairman Tepass said.
“We are very excited to put our best foot forward as Time2Play Media, living and breathing our ‘Play as One’ value with our incredible teams who will bring this brand to life,” Tepass added.
Tepass further emphasised the significance of the rebranding, stating that the firm is confident that this new brand identity will help it achieve its long-term goals and “reinforce our position as a leading, trusted name in the industry”.
Long-serving CEO Simon Pilkington left the business at the end of last year.
Additionally, Glitnor Group’s proposed acquisition of KaFe Rocks was ultimately cancelled due to insufficient investment for a public listing.
The acquisition, initially announced in February 2022, aimed to create a larger business with increased revenue by expanding into the affiliate space.
The ultimate objective was to pursue a US listing with a special purpose acquisition company (SPAC).
Glitnor Group remains an active minority shareholder in the business.
The company also made headlines last year with the implementation of an unlimited leave policy.