Casino software provider Microgaming has rebranded as Apricot Investments, marking a significant shift in the company’s strategic focus.
Long recognized as a leading name in online gaming software, Microgaming has built a reputation as one of the industry’s top developers. The company is known for creating popular games such as Immortal Romance, Tomb Raider, Thunderstruck, Jurassic Park, and the Mega Moolah Jackpot series.
Apricot’s New Strategic Focus
This rebranding follows Microgaming’s sale of its intellectual property to Games Global Limited in 2022, allowing the company to redirect its resources toward platform technology. Under the new Apricot Investments brand, the company provides scalable, adaptable technology solutions to support modern online gaming operators.
Apricot’s platform services now support over 30 operators and integrate with more than 135 studios worldwide, creating a technology infrastructure that enables operators to deliver a wide array of gaming content smoothly and securely.
Leveraging Microgaming’s Legacy
Although the company has rebranded, Apricot Investments will retain the Microgaming name for select products. This dual-brand approach leverages Microgaming’s longstanding reputation for quality while establishing Apricot as a distinct entity focused on technology. Maintaining the Microgaming name allows Apricot to build on its legacy as a trusted software provider, appealing to existing clients while expanding its capabilities under a new identity.
The Microgaming brand will continue to represent quality in online gaming, including Microgaming’s highest-paying progressive, Mega Moolah, while Apricot’s focus shifts to providing advanced technology and platform solutions for gaming operators' broader needs.
Updated Visual Identity Reflects New Direction
Along with the rebrand, Apricot introduced a refreshed visual identity aligning with its platform technology focus. The updated branding emphasizes innovation and adaptability, with a contemporary design that reflects Apricot’s mission to offer advanced, user-focused solutions. This new look reinforces Apricot’s commitment to supporting gaming operators through a modern, cohesive brand identity.
Platform Solutions for Global Integration
Apricot’s platform now serves a global network of gaming operators, offering flexible, integrated solutions that simplify content delivery and enhance security. With integrations across more than 30 operators and 135 studios, Apricot’s system is designed to handle the demands of today’s online gaming market, helping operators deliver a seamless user experience. This adaptability supports operators in meeting both regulatory requirements and player expectations.
Apricot’s focus on platform technology enables operators to offer a wide selection of games efficiently, providing access to diverse gaming content that appeals to a broad audience. The system’s flexibility allows operators to optimize their offerings and maintain competitive service levels in a dynamic market.
Future Directions in iGaming Technology
The rebrand to Apricot Investments positions the company as a leader in platform technology, addressing critical industry needs such as security, regulatory compliance, and responsible gaming. Apricot’s advanced technology solutions support operators in delivering secure, compliant, and efficient gaming experiences.
Through this transformation, Apricot Investments aims to continue its legacy as a trusted partner in iGaming technology, offering solutions that cater to the demands of a rapidly evolving industry. By moving beyond game content to focus on platform support, Apricot Investments positions itself to influence the future of online gaming through innovative, adaptable technology solutions.
