Gauselmann officially renamed Merkur Group

German gaming giant Gauselmann Group has officially changed its name to Merkur Group.

The rebranding was completed on 1 January with the entry in the commercial register and – 67 years after its foundation – the holding company Gauselmann AG will now operate under the new name Merkur.com AG. 

The company’s Founder and Chairman of the Management Board, Paul Gauselmann, commented: “The corporate group is becoming increasingly digital and international. The change of name reflects this fact.”

Gauselmann introduced the Merkur brand in the 1970s, beginning 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. 

“Both developments will benefit from linking the appeal of our Merkur brand to the company name,” Gauselmann added.

The move, which was first announced at the beginning of September,has now been officially finalised and the group emphasised that 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,” Gauselmann Group said in a statement, detailing that marketing materials – from large-scale banners to stationery – will appear in the new look. 

Despite the change, Merkur.com AG will remain in the ownership of the Gauselmann Family Foundation. 

“Continuity and stability are cornerstones of our corporate philosophy and will continue to be important factors for success going forward,” the founder concluded.