There were certainly some raised eyebrows when Scientific Games announced its rebranding as Light & Wonder, but the view here is that it is a bold step, catapulting the public face of the business in a brighter, more dynamic, direction.
“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,” said Light & Wonder’s CEO, Barry Cottle. “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.”
Light & Wonder’s stated strategic objective is to become a leading cross-platform global gaming company. The new branding reflects a focus on creating new content, hardware and systems that connect game titles across any channel or location.
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.”
