Betsson has unveiled a complete overhaul of the Guts casino brand it acquired from GiG in 2020, including a new logo, look and tone of voice.

The Stockholm-listed operator bought the brand as part of its acquisition of Zecure Gaming, GiG’s B2C subsidiary, which completed two years ago for an initial consideration of €22.3m. 

The deal also included a platform service agreement which would see GiG continue to host the brands – which included Rizk Casino and Thrills Casino in addition to Guts – on its B2B platform, with additional software fees to be paid based on revenue.

During the first two years, the platform fee included a premium fee estimated to be around €15m.

Betsson said the new rebrand of Guts came about after it conducted detailed research into the core brand personality.

This was achieved by measuring brand attributes, examining customer demographics, analysing the brand’s perceived tone of voice and observing player behaviour.

The results, it said, showed that Guts was a strong and well-respected iGaming brand that required additional attention and improvements in some areas.

As a result, Betsson formulated its new long-term vision for Guts; “to entertain, be honest and instil loyalty in our players in the simplest manner possible.”

Zecure Gaming commercial director Andrew Valenzia: “The concept that we have come up with reflects and symbolises our vision of reintroducing Guts as a brand that represents its customer base: loyal and bold.”

Zecure Gaming has listed four key objectives for the brand’s future, including keeping things simple – from customer communications to user experience. It also intends to improve its use of gamification tools to further differentiate the brand, provide a consistent and reliable voice to its customers, and commit to delivering improvements to its product.

“We are extremely excited about this new rebranding of one of the most iconic gaming brands that has been synonymous within the iGaming industry for the last 10 years,” said Zecure Gaming commercial director Andrew Valenzia.

“The concept that we have come up with reflects and symbolises our vision of reintroducing Guts as a brand that represents its customer base: loyal and bold.

“This is the first phase of many, and we are already working on making Guts an even better product with a whole list of improvements and ideas that we’ve got mapped out for 2022. This is Guts reborn,” he added.