Prime Gaming, the company that owns and operates several successful international online casino brands, has decided to change its brand to Kinetic Digital after 20 years on the iGaming market.

The rebranding process gave the company a brand new logo along with a total design overhaul of the website. The new logo and name better reflect the company’s values and the journey that it has made since first starting out back in 2003.

The new name was chosen starting with “Kinetic”, which originates from the Greek word “kineticos”, which signifies motion. The new company name suggests a continuous struggle to progress and improve, while being a dynamic presence on the online casino market.

The company has extensive experience in the online gaming business after having been on the market for 20 years. Prime Gaming first started out with the Prime Casino brand, then added Prime ScratchCards and Prime Slots to its portfolio, before further expanding with brands such as Mega Casino, Simba Games, LuckyMe Slots, Ice 36, Slingo, Spin Genie and Genting Casino.

The casinos operated by Kinetic Digital are powered by SkillOnNet, a top provider of white label and full turnkey casino software solutions, and they hold licenses in various key markets such as the United Kingdom, Spain, Ontario (Canada), Denmark and Sweden.

The company also has one of the most appreciated affiliate platforms in the iGaming industry, Prime Partners. Despite the brand revamp, the affiliate program will keep its original name and continue to market and sell brands such as Genting Casino, Slingo, SpinGenie, MegaCasino and LordPing.

All About Movement

Speaking about the company’s new brand, Rachel Regev, Marketing and Operations Vice-President at Prime Gaming, said that “Kinetic is about movement and the new energy that creates.”

The company executive added that the team that works for Kinetic Digital is eager to “constantly challenge itself” while taking on “daring endeavors”. The business is also constantly looking for new partnerships and new ways to “foster a collaborative environment.”

“We emphasize growth, progression and working together, celebrating the journey as much as the milestones,” Rachel Regev added. The Prime Gaming executive also underlined the fact that the online gaming industry has changed drastically since the company launched in 2003 and that is one of the reasons behind the decision to switch brands at this point.

Source: “Prime Gaming Rebrands as Kinetic Digital to Create New Energy“. European Gaming. November 28, 2023.

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