As described by the company, the decision to rebrand to Apricot Investments is a calculated move to reposition itself, and the new name is projected to symbolize renewal, growth, and a modern identity. Stephen Fisk, CEO at Apricot Investments, highlights the importance of the rebranding for future growth goals. He offers a wealth of experience and is assured that he can lead the company in the right direction as it embarks on its next phase of development.
However, the restructuring goes far beyond a simple name change. It also involves changing brand strategy and company processes to meet changing market conditions. While Apricot Investments will remain dedicated to the interactive gaming products sector, it also plans to enter new business areas while diversifying its portfolio. In this article, we'll look at when the change started with the closure of the poker network in 2020, the sale of the Quickfire platform in 2022, and what the company is doing now.
When Did the Change Start?
The general public became aware of impending changes at Microgaming following their announcement of the closure of the successful Microgaming Poker Network. The Microgaming Poker Network was one of the longest serving poker networks online. The software giant launched Prima Poker as its precursor to the Microgaming Poker Network in 2003, but the MPN distinguished itself in 2007 by overtaking iPoker to become one of the top 5 largest online poker rooms.
In its 16 years of existence, the MPN evolved and garnered a huge membership total. It provided members access to 16 online poker rooms through various partners, including 32Red, Betsson, and Betsafe. On the 20 September 2019 via a press release, Microgaming announced its intention to close its Microgaming Poker Network.
The Poker Network model no longer fits our strategic vision. - Jon Coleman, CEO of Microgaming
Jon Coleman, who was the CEO of Microgaming at the time, stated that the Microgaming Poker Network model no longer fitted the software developer's strategic vision. He also revealed that even though the network closed, it would not be the end of poker for Microgaming. The MPN closure took place on 19 May 2020.
Games Global Purchases the Quickfire Platform in 2022
In May 2022, Microgaming completed the sale of its Quickfire platform, including its portfolio of online games and distribution business, to Games Global. The deal was first announced in November 2021. Under the agreement, Games Global acquired the international distribution rights to Microgaming's exclusive gaming content (including all the well known and loved Microgaming slots), and inherited a customer base comprising of over 900 brands across the world.
It's an exciting milestone and the culmination of many months of hard work. - Andrew Clucas, Microgaming CEO
After the sale, Microgaming stated that it would continue supplying certain customers with its turnkey games platform and focus on the licensing and further development of its sports betting technology. It was an exciting milestone for both Games Global and Microgaming, and was the conclusion of months of dedication and hard work from both sides, according to Andrew Clucas, who was the CEO of Microgaming at the time.
Microgaming is Now Apricot and Here's What That Means
There's no denying that Microgaming has undergone major changes in recent years. The Microgaming Poker Network (MPN) closed its virtual doors in 2020, and Games Global acquired its Quickfire platform and vast catalogue of games in 2022. Over the past decade, the PR strategy of Microgaming centred around casinos and slots, so the sale of the Quickfire platform felt like a major change. However, according to Chief Executive Stehen Fisk, it's not so much a change of direction, but more a focus on what made the company thrive in the first place.
It's not so much a change of direction, but a focus on what made us thrive in the first place. Stephen Fisk, Chief Executive.
Microgaming/Apricot will still provide its turnkey software platform. It will still focus on tracking the market across services, content, and products remain. To provide bespoke services to a smaller selection of partners still requires the latest solutions. Microgaming wants to go back to its core identity as a platform provider but won't forget that casinos form a very large section of their revenue and customer base.
Rebranded and Renamed to Apricot
The rebranding from Microgaming to Apricot Investments had a significant impact on the market strategy of the company. Under the newly established name, Apricot wants to invest in new areas and expand its market presence, while introducing innovative technologies and focusing on further developing its product portfolio in the digital entertainment and online gambling field.
Apricot also wants to continue expanding and developing its platforms. This is especially exciting in the announced expansion of its sports betting platform that will undoubtedly strengthen its position.
Microgaming Software Systems officially updated its name to Apricot Investment in June 2018. However, the official website for Microgaming only recently updated its name. When you now search for Microgaming, you'll be brought to the Apricot website. Despite its decision to rename, Apricot Investment will remain true to its regulatory requirements. Apricot is still licensed by the Malta Gaming Authority and the UK Gambling Commission. These regulatory authorities ensure that player protection is always a top priority and that all legal requirements are met. The company is also regulated by the Joint Gambling Authority of the States in Germany, ensuring that all German players continue to play in a fair and safe environment.
The rebranding marks a huge turning point in the history of the company. While the new name will represent growth along with a fresh identity, we'll have to see whether Apricot Investment can build on the success of Microgaming. However, with strong leadership, a culture of innovation, and a clear strategic direction, Apricot Investments is well positioned to play a leading role in the evolving online gambling world. The future for Apricot remains exciting, and both partners and players can look forward to exciting new developments.
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Sports Betting Still a Feature
Sports betting is set to play a significant role for Apricot. The company powers Betway across the globe, so it's a proven solution that is arguably underrated. The small but perfectly formed player base will drive it forward. Fisk doesn't envision the supplier going head to head with other B2B sports betting giants. However, that is ultimately the key to the company's success. Apricot provides bespoke solutions and products to its partners. It will provide the products they need, that the company believes will service their customers while growing both businesses simultaneously. Going forward, the bespoke path is Apricot's differentiator. A select client base will allow the business to move quickly whenever opportunities arise.
To date, Apricot's bespoke sports betting product and platform technology facilities the delivery of 210 million bets per day by more than 86 million players in 70 currencies. The advanced sports betting software from Apricot, which is exclusively licensed to Betway, encompasses a comprehensive calendar of markets, events, and sports while providing 24/7 betting opportunities. It's sportsbook platform supports betting across millions of events that stretches across nearly 50 categories, such as table tennis, snooker, MMA, horse racing, cricket, golf, tennis, and football.
Key features of the sports betting platform include:
- in-cloud or in-region hosting
- client application
- core betting services
- handles distribution where client distribution is handled via in-region CDNs
- Infrastructure design is also a key feature
The sports betting software is also highly available, secure, recoverable, and scalable.
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Responsible Gambling Products will Play an Important Role
Apricot will continue to keep an eye on several markets around the world to look for potential opportunities. There are up-and-coming and key markets that the company would like to see being regulated. For instance, the incredible work that has gone into Ontario is a very positive sign for Apricot and the industry as a whole. The company advocates for safe and regulated operating environments with a focus on safer gambling. With a focus on bespoke solutions, it means that it could build in regulatory compliance requirements while going further by developing additional safeguards. When a client wants to build their own tools, the tech and advice will be provided by Microgaming.
This will extend to support industry-wide projects, including peer-to-peer group therapy trails and GameCare's National Gambling Helpline along with local programmes on the Isle of Man. This goes into the mindset and culture of staff, and not just the products that Apricot offers. This is something that the company wants to ingrain in the business where responsible gambling awareness is embedded within the business as a whole. If the company can achieve this, Apricot will provide better services and products to customers as well.
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Microgaming Casino Software Platform is Now the Focus
Microgaming has been providing market-leading, adaptable, robust, and responsible casino platforms and sportsbook products for more than three decades. Revolutionising online gambling since 1994 with a wealth of industry experience behind its name, Apricot holds a wide selection of private and public assets that ensures the company remains at the forefront of the gaming and interactive gambling space. Trusted by the online gambling industry and respected by regulators, the Microgaming Platform enables the largest online gaming brands to provide sports betting and games responsibly and seamlessly to players worldwide.
The Microgaming Platform provides fast and seamless integration with customer casinos and is fully scalable so that it is always able to meet the demands for new content. Here are some of the things you can expect to find at Microgaming casinos:
- supports thousands of casino games
- supports promotional offers and special bonuses
- allows for free play on games
- integrated back-office system
- customer tools for casino management
- data analysis
- direct player communication
- end to end customer support
- creative marketing solutions
This is a full platform solution that is tailored to their customer needs. The Microgaming platform is used by some of the biggest brands in the iGaming industry including 32 Red and covers everything for both operators and players including the innovative promotional offers and the best Microgaming casino bonuses.
Expert Partners within the Industry Means First Class Service
Over the past three decades, Apricot have created partnerships with a prestigious network of innovative and globally acclaimed industry collaborators with the likes of TechConnect, Viadex, Derivco, and Continent 8. These strategic alliances have empowered Apricot to elevate its customer offering and enabled it to adeptly navigate an ever-changing gaming and regulatory landscape. The company's commitment to foster positive and trusted relationships extend to several international governing bodies. It's license footprint spreads across multiple countries, including Greece, Romania, and Sweden, where its platform technology is regulated and licensed by regulatory bodies that include:
- UK Gambling Commission
- Malta Gaming Authority
- Alderney Gambling Control Commission
- Belgian Gaming Commission
- Swedish Gaming Commission
- Gibraltar Gaming Commission
- Alcohol and Gaming Commission of Ontario
- Hellenic Gaming Commission
- Romanian Gaming Commission
Milestones that Created the Legacy
The journey to date has involved a number of pioneering milestones, including:
- Developing the first true online casino software in 1994
- Setting a progressive jackpot world record payout in 2015.
In essence, Apricot is where the Microgaming legacy lives on while it continues to thrive under a new name. In 2023, the company's platform systems enabled customers to integrate seamlessly with more than 30 gaming operators. This allowed operators using the company's full software platform to offer some of the biggest games in the world. This now inlcudes over 135 of the most renowned game developers in the iGaming world.
Microgaming/Apricot has secured more than 60 awards in the last 3 decades in recognition of its pioneering technology, software platform, continued commitment, and people initiatives to the community. These have included:
- EGR B2B Platform of the Year Award 2020
- Software Supplier of the Year 2020
- Casino Platform Supplier Award in 2020
- Malta Gaming Awards Slots Platform of the Year 2018
- IGA iGaming Software Supplier of the Year Award in 2018
- WIGDA Employee Wellbeing Award in 2021
- Diversity Employer of the Year Award in 2019
- Great Place to Work Award in 2020
Questions from Microgaming Fans and Casino Players
With the significant changes that occurred over the past few years, including the closure of the Microgaming Poker Network, Games Global purchasing the quickfire platform, and the rebranding and restructuring of Microgaming to Apricot Investment, there were bound to be questions from fans and casino players across the globe. Below, we included some of the most burning questions surrounding the software giant in 2024.
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Is Microgaming part of Games Global?
No. Games Global simply purchased Microgaming's entire game portfolio and distribution business. -
Does Microgaming still make slots games?
No. Games Global acquired the entire game portfolio from Microgaming and will develop new games under the Games Global portfolio. Microgaming, on the other hand, will focus on providing system platforms and a sports betting product. -
Why can I still search for Microgaming casinos?
There are thousands of affiliate sites across the internet that still promote Microgaming casinos and its 850 games. You'll also find several reputable online casinos that still use the name 'Microgaming' as opposed to Games Global when talking about slots. The shift to the new name will take a while which means you can still search for Microgaming slots and casinos and find results. -
Are there still casinos that are powered by Microgaming software?
Yes. Even though Microgaming was rebranded, it still offers the Microgaming Software platform that allows online casinos to provide games responsibly and seamlessly to online players across the globe. -
What is the new name for Microgaming?
Microgaming officially updated its name to Apricot Investment in June 2018, but it wasn't until 2024 that the company website and all the branding changed to Apricot. When you now search for Microgaming, you'll be introduced to the Apricot website. -
Is Microgaming still a casino software provider?
Technically, yes. Microgaming still offers a full casino software platform but they don't make games any more. All the games are now developed by Games Global and all the smaller studios that have licenses with them. Microgaming/Apriocot only offers the software platform to run an online casino.
