TLDR IGT unveiled a new brand identity on Monday, ahead of the Global Gaming Expo (G2E) 2026 in Las Vegas. The rebrand follows private equity firm Apollo’s acquisition and merger of IGT and Everi last year. The new brand is built on three principles: fluid, frictionless, and magnetic. CEO Hector Fernandez said the identity reflects changes to the company’s culture, capabilities, and content. IGT will present the new identity alongside its products and services at G2E.
IGT, a gaming solutions company, has unveiled a new brand identity. The announcement came on Monday morning, just before the start of the Global Gaming Expo, or G2E, in Las Vegas.
The change comes as the company continues its transformation after last year’s acquisition and merger with Everi. IGT described the new look as modern rather than corporate.
The company said the move marks the next phase of its evolution. That phase is driven by changes to its leadership and business strategy.
What the New IGT Brand Stands For
IGT said its new brand rests on three principles: fluid, frictionless, and magnetic. These ideas are meant to show how the company builds products around player experiences while also supporting casino operators.
Fluid refers to the company’s focus on connected solutions. Frictionless relates to smoother experiences for both operators and players.
Magnetic refers to content designed to capture player interest. Together, the three terms form the foundation of the new identity.
According to IGT, the brand fits its strategy of offering an integrated solution for the casino floor. This includes products meant to encourage repeat play, along with industry knowledge and customer service.
The company wants to help operators access an ecosystem where content, technology, and operations come together. IGT said the identity is more than a visual update and is part