Scientific Games unveils ‘powerful’ Light & Wonder rebrand

Scientific Games x Light & Wonder
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Scientific Games has announced it will now trade under ‘Light & Wonder’ as it shifts its sole focus to providing services to the gaming market.

The Las Vegas-based company will adopt a cross-platform approach to offer players flexibility and connect them to popular gaming titles across a wide range of channels, including land-based casinos, online and mobile and in both real money and free-to-play social gaming markets.

A new website has also been set up,, which will feature its igaming and land-based casino products, technology and services.

Barry Cottle, CEO of Light & Wonder, commented: “We are thrilled to introduce the world to Light & Wonder, a company that will build great games and franchises that offer players a seamless experience across platforms.

“Our powerful new strategy required a powerful new identity to distinguish us and our unique offerings and capabilities. Our new name and identity are born from our winning strategy to be the leading cross platform game company and will inspire our people to make great products for our players.”

The rebrand is a continuation of the company’s recent movements that have seen it veer away from some of its more traditional services. In October 2021, the firm announced the sale of its lottery business to Brookfield Business Partners in a deal potentially worth over $6bn.

Cottle added: “We already have a world-class team powered by the brightest game creators in the business and in transforming into a growth company who invests in our people and products, we will serve our players even better wherever and whenever they play.”

The process to legally change business name is expected to be completed in spring 2022, when Light & Wonder intend to begin trading under a new stock ticket it has reserved, LNW. It will operate under an assumed name until official completion.