After 67 years since the establishment of the Gauselmann Group, Germany's biggest gaming group has changed its name to Merkur Group. The holding company, formerly known as Gauselmann AG, will now be called Merkur.com AG. It marks the beginning of a new chapter in the company's long-standing success story.
The renaming was completed on 1 January with the entry in the commercial register. “The corporate group is becoming increasingly digital and international. The change of name reflects this fact,” says company Founder and Chairman of the Management Board Paul Gauselmann. “Both developments will benefit from linking the appeal of our Merkur brand to the company name.”
Paul Gauselmann introduced the Merkur brand in the 1970s and has gradually built it up. The success story began with the first proprietary amusement with prizes (AWP) machine – the Merkur B – and continued with the opening of the first company-owned arcade – the Merkur Spielothek. Since then, numerous games, machines and gaming systems have been developed, produced and distributed under the laughing sun brand logo. “The renaming is also a nod to the success of the Merkur brand,” explains Paul Gauselmann.
This step has an impact on the entire corporate image. In addition to websites and social media channels, a large number of company signs also need to be adapted. All marketing materials – from large-scale banners to stationery – will appear in the new look.