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Merkur Group: Gauselmann’s New Brand Identity Marks a New Era



A new chapter unfolds in the German gambling industry.

The renowned Gauselmann Group embarks on a transformative journey, rebranding as Merkur Group.

Witness the fusion of a rich legacy with a forward-looking digital and international vision.

Explore the significance of Merkur Group’s new identity and its impact on the global gambling landscape.

Gauselmann Group’s Historic Rebranding

After 67 years, the iconic Gauselmann Group embraces a new era as Merkur Group. The rebranding, effective January 1, marks a pivotal moment in the company’s history.

Advertisement AG: A New Name for the Holding Company

The holding company, formerly known as Gauselmann AG, now operates under the name AG. This change reflects the group’s evolving corporate strategy.

Paul Gauselmann on the Digital and International Shift

Founder and Chairman Paul Gauselmann highlights the digital and international shift of the corporation. The new name embodies these dynamic changes.

The Merkur Brand: A Legacy of Success

Paul Gauselmann introduced the Merkur brand in the 1970s, symbolized by the “laughing sun” logo. The brand’s journey began with the Merkur B amusement machine and has since expanded to a wide range of gaming products.

A Tribute to the Merkur Brand’s Achievements

The rebranding acknowledges the success and recognition of the Merkur brand in the gaming industry.


Comprehensive Brand Image Overhaul

This rebranding involves updating websites, social media channels, and company signage. All marketing materials will adopt the new Merkur Group look, ensuring a unified brand presence.

Family Legacy Continues with AG

Despite the name change, the ownership remains with the Gauselmann Family Foundation. Established in January 2016, the foundation secures the family’s ongoing involvement in strategic decisions.

Paul Gauselmann’s Emphasis on Continuity and Stability

Paul Gauselmann reaffirms the group’s commitment to continuity and stability. These values are integral to the group’s philosophy and future success.

Leadership and Advisory Structure

The Gauselmann Family Foundation, led by a three-member board chaired by Paul Gauselmann, ensures the family’s legacy continues. The Advisory Board predominantly comprises Gauselmann family members.


Conclusion: A Milestone in Gauselmann’s Journey

The transition to Merkur Group is more than a name change; it’s a strategic evolution. By embracing its roots and gearing towards future challenges, Merkur Group is poised to strengthen its position in the global gambling market, maintaining its reputation as an industry leader while adapting to the digital age.

Jerome, a valuable addition to the Gamingo.News team, brings with him extensive journalistic experience in the iGaming sector. His interest in the industry was sparked during his college years when he participated in local poker tournaments, eventually leading to his exposure to the burgeoning world of online poker and casino rooms. Jerome now utilizes his accumulated knowledge to fuel his passion for journalism, providing the team with the latest online scoops.

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