International Game Technology (IGT) has rebranded to Brightstar Lottery following the offloading of its Gaming and Digital division to an Apollo Global Management-affiliated holding group.
The company states that its new corporate image serves to symbolise its global leadership ambitions in the lottery sector. This reflects its focus on being a lottery-only B2B enterprise following the divestment of its gaming function.
Brightstar will remain known as IGT until its new corporate identity is registered with UK Companies House, the executive agency which runs the British government’s registry of companies.
Under its new image, Brightstar hopes to continue carrying the torch of IGT’s historic partnerships with various government and state-owned lottery companies on both sides of the Atlantic.
Vince Sadusky, CEO of Brightstar, said: “We have a nearly 50-year history of reliability, innovation, and leadership in lottery, a bedrock from which we are launching Brightstar with a future-forward mindset of helping lottery customers around the world succeed in an environment of digital adoption, shifting player expectations, and an increasing variety of gaming choices.”
As referred to by Sadusky, IGT/Brightstar has a long history of working with lottery companies, having secured partnerships with some prominent lottery operators in Europe, the US and Latin America.
For example, the group recently won the tender to operate the Italian national lottery for the next nine years. The company is leading a consortium alongside Allwyn, Arianna 2001 and Novomatic Italia, in a deal which will be inherited by the new-name Brightstar.
The impact of this rebranding has been felt even prior to its announcement, however, with IGT noting in its Q1 accounts that it had to pay for rebranding costs as a result of the separation from Gaming and Digital – which bit into profits that quarter.
Looking ahead, Brightstar states that it intends to modernise core technologies, blend heritage with innovation, and continue to establish itself as a provider of retail, digital and technological lottery systems.
Marco Sala, Executive Chair of the Board at Brightstar, said: “Brightstar will be well-positioned to focus on driving innovation and growing the potential of the lottery business responsibly for the entertainment of players, the success of our customers, and the support of the good causes they fund in their communities.”