Casino Branding for iGaming Businesses

Casino Branding Directions and Tone

Branding in general is the first step to building an online presence. How your logo looks like can and very likely will affect the way your whole casino will look like, since that sets the tone, colors, and font that does not limit, but definitely projects a path for anything that will be designed after it. When it comes to casino branding, there are three main paths that companies usually take: playful, a balance between playful and serious, and a totally serious tone. Deciding this can be easy if you prefer a style, but also think about what your license will allow. UKGC license holders are not allowed to use characters that could be appealing to children, so a playful tone might not work for the UK market. The tone of communication and the style of the brand can affect its future too. Most of the operator giants of our industry don't go in the playful direction, and only a very few exceptions exist that made it big (partially) thanks to their style (e.g., Casumo). So it is not impossible to reach for the stars with a playful tone, but it is less likely to result in a never before seen success. At the end of the day, your target audience is adults (18+ or 21+).

Modern Casino Branding

There is a clear divide between companies that follow what was done for decades and the new operators who are ready to disrupt and want to do something different, something better. A casino branding does not have to include a poker chip, a spade symbol, or a playing card; we are well past that. Everybody who works in this industry since the early 2000s or even before that has seen enough of these for a lifetime. There is a new path that emerged around 2015 with brands starting to think a bit and come up with creative ideas, and new ways of communicating what an online casino can be and will be in the future. The first thought of iGaming Studio was born around that same time, and in 2018 we have gone in full force to provide operators with creative solutions that don't look in the past, only prepare for the future. Modern casino branding can be anything, the sky is the limit. Most modern brands focus a lot more on their brand name rather than the part that says "casino". This opens up a lot more possibilities for creative ideas, since the casino symbolism is pretty limited, but the name of the casino can be anything. Most of the big successes of the industry since 2015 use modern design, so if you plan to launch or renew yours, it is clear which path to take.

Rebranding a Casino

If your brand has seen better days or you just simply want to keep up with the times, a rebranding might help to refresh the image of your casino. Since many players will see the new logo on affiliate websites, it can generate new interest in a well-established brand. Even if you already had a modern approach to design when the site was launched, new trends emerge every few years. The logo might still look okay, but a renewal should happen every few years, before everybody gets too attached to a branding just because it is used for too long. Even brands as big as Starbucks update their logo from time to time. And if you plan to renew your logo, it might be a good idea to look at the website itself as well, since the biggest barrier to registration usually happens there. Several studies suggest that a UX overhaul can increase player acquisition by 10-50% (or even more in some cases). To learn more about our pricing and availability, please get in touch at (click or tap to copy the address):