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Apricot Celebrates 30 Years, Redefining Microgaming Legacy with Platform Focus

Microgaming-rebranded-to-Apricot Celebrating its 30th anniversary, Apricot—formerly known as Microgaming Software Systems Limited—marks this milestone with a bold rebranding that looks ahead. Known for its pioneering work in online gaming, Apricot has transitioned away from content aggregation to focus on delivering advanced platform software solutions, setting a new course for its future. This evolution captures the company’s history while redefining its role as a platform-driven technology provider for the gaming industry.

Evolving from Gaming Content to Platform Expertise

The transformation of Apricot began in 2022 when Games Global acquired Microgaming’s game assets and distribution network, allowing Apricot to zero in on its platform services. With this shift, Apricot has dedicated itself to creating a secure, scalable infrastructure to support leading gaming brands worldwide. By focusing exclusively on platform software, Apricot now enables seamless, responsible gaming experiences, processing over 210 million bets daily and earning over 20 industry awards, solidifying its position as a trusted name in iGaming.

A Fresh Visual Identity Signaling Apricot’s New Path

Aligned with its platform-focused mission, Apricot has introduced a refreshed visual identity that captures both its evolved focus and its heritage as Microgaming. The updated look symbolizes Apricot’s shift from a content distributor to a dedicated platform provider, reinforcing its commitment to delivering robust technology for gaming brands. This cohesive design extends across all brand materials, enhancing Apricot’s recognition in the market and emphasizing a clear, professional focus on advanced gaming solutions. With bold, contemporary graphics, the revitalized brand breathes fresh life into Apricot’s people-first philosophy and dedication to innovation.

While Apricot’s visuals have transformed, core elements like the name and logo remain intact, preserving the brand’s legacy while representing its future ambitions.

New Website and Digital Presence

Alongside its rebranding, Apricot has launched an updated website that embodies its refined vision and showcases its historical achievements, present capabilities, and future goals. This digital platform provides users with a cohesive view of Apricot’s investments, partnerships, and the strength of its partner network. As an intuitive platform, it represents Apricot’s commitment to delivering reliable technology solutions that support seamless and responsible gaming experiences.

Looking to the Future

This 30th anniversary is not only a celebration of Apricot’s heritage as Microgaming but also a vision for its future as a platform-driven technology leader. Throughout 2024, Apricot aims to increase brand visibility, leveraging owned media and strategic partnerships to establish itself as a leader in iGaming software solutions. This enhanced strategy aligns with Apricot’s commitment to innovation and responsible gaming, promising continued support to its clients, partners, and the global gaming community.

In the years to come, Apricot’s dedication to platform excellence and industry evolution will remain at the forefront, underscoring its transformation from a pioneer in online gaming to a leader in platform technology.

Source:

“Microgaming Unveils a New Chapter: A Platform for the Future“, linkedin.com, 2024.

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Soft2Bet Reveals Focus on Gamification Features

soft2bet. Soft2Bet, the powerful international supplier of platforms for online casinos and sports betting websites, has decided to detail its strategy regarding gamification features as a key component of the iGaming industry.

Yoel Zuckerberg, Chief Product Officer at Soft2Bet, described gamification as “more than a “nice-to-have” item for iGaming companies, the executive explained that gamification “drives substantial revenues and enables iGaming companies to keep up with technological advances.”

Soft2Bet, a company that also owns and operates ten different online gaming and betting brands, revealed that gamification has been a priority for them “from day one.” The company calls it “Motivational Engineering” and explains that technology is a key component which drives growth in the iGaming industry.

The supplier also revealed that legacy platforms which lack innovation could cause the industry to fall behind. To prove its claims, Soft2Bet gave the example of Betinia, its own brand that operates in Denmark and Sweden, two very competitive markets that also require strong regulatory compliance.

During the past twelve months Betinia recorded an increase in gross gaming revenue of 65 percent when compared to non-gamified brands. Moreover, the features adoption rate was 60 percent, demonstrating a strong engagement from players.

Soft2Bet also revealed that almost half of the players who engaged with the gamification features ended up depositing bigger amounts of money and also deposited with a frequency that was 30 percent higher.

Other key metrics also revealed improvements: average revenue per user went up by 70 percent for half of those who engaged with the gamification features, while the gross gaming revenue increased by more than 60 percent compared to those who did not engage with the features.

Fully Integrated

Soft2Bet made sure it integrated the Motivational Engineering technology fully in its Player Account Management system, delivering an easy to use and comprehensive gamification solution for its online casino operator partners.

The integration with their online casino platform is seamless, making the features easy to deploy from the back office. The platform also comes with gaming content created by a dedicated games studio, a payment gateway and solutions that are tailored both for online casino operators and retail venues.

Soft2Bet has received plenty of awards as recognition for their innovative work in the past. The company was awarded Best Online Product of the Year at MIGEA Awards 2021, Online Casino Provider of the Year and Platform of the Year at Sigma Awards, White Label Supplier of the Year at SBC Awards 2021, Workplace of the Year at Sigma Americas Awards, Highly Commended at EGR Nordics Awards 2022, and also the White Label Supplier of the Year at Starlet Awards.

Source: “Soft2Bet’s gamification features combine innovation with modern technology“. European Gaming. November 9, 2023.

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