Microgaming becomes Apricot - but why?

Founded in 1994, the software company Microgaming surprisingly changed its name a few weeks ago. Since then, the long-established company based on the Isle of Man has been known as Apricot Investments. But why did those responsible decide to rename the software provider after 30 years?

Back in April of this year, we at GambleJoe reported that the gambling group 888 Holdings is now called Evoke. With Microgaming, another renowned company from the gaming sector will now be renamed in 2024. From now on, Microgaming will be called Apricot Investments. Those responsible at the company have decided to take this step in order to better represent the future goals of the software provider. Apricot will continue to focus on interactive gaming products in the future.

Microgaming becomes Apricot - these are the reasons

The CEO of Apricot, Stehen Fisk, announced in a statement that there will be restructuring within the company. This will include changes to the brand strategy and company processes. Fisk has only been the new CEO of Apricot since October last year, which we at GambleJoe naturally reported on.

Overall, the renaming to Apricot Investments should help to open up new business areas and further expand the brand presence. In the course of the rebranding, Apricot has already announced its intention to offer an even larger selection of online games of chance in the future. Apricot intends to place particular emphasis on optimised game mechanics. In addition, those responsible intend to diversify the product portfolio.

We currently list over 320 Microgaming games on GambleJoe alone. These include many popular classics such as Immortal Romance, Thunderstuck ll, Jurassic Park and Mega Moolah.

Discover all Microgaming games at GambleJoe!

Of course, Apricot Investments retains all licences that were previously issued to the Microgaming brand under the new name. Consequently, Apricot is not only licensed by the Malta Gaming Authorithy (MGA), but also by the British Gambling Commission and is therefore authorised.

Microgaming's online presence is currently no longer available. However, the redirect to ‘apricot.co.im’ is still not working. Only an error message is displayed.

Image source: https://www.microgaming.co.uk