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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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FDJ’s Acquisition of Kindred Group Shaping the Future of Global Gaming



FDJ’s acquisition of Kindred Group, facilitated by regulatory approval and strategic shareholder engagement, signifies a transformative moment in the gaming industry. This deal exemplifies the intricate balance between regulatory compliance, shareholder value, and strategic growth ambitions. As the industry stands at the cusp of further consolidation and innovation, the FDJ-Kindred transaction heralds a new era of strategic realignment and competitive positioning in the global gaming landscape.

A Monumental Shift in Gaming Dynamics

The Swedish Financial Market Supervisory Authority (SFSA)‘s approval of Française des Jeux’s (FDJ) offer to acquire Kindred Group marks a pivotal moment in the global gaming and betting sector. This green light not only accelerates FDJ’s strategic expansion but also underscores the evolving landscape of international gaming regulations and corporate alignments.

Navigating Regulatory Waters

The SFSA’s endorsement is a crucial step in FDJ’s ambitious acquisition plan, setting the stage for a public offer slated to commence imminently. This regulatory approval highlights the meticulous scrutiny and compliance standards governing mergers and acquisitions within the sector, ensuring that such transactions align with market stability and shareholder interests.

A Call to Action for Kindred Shareholders

The forthcoming Extraordinary General Meeting (EGM) represents a critical juncture for Kindred Group, with proposed statutory amendments necessary for facilitating the acquisition. This meeting, aimed at achieving the requisite shareholder consensus, signals the importance of shareholder engagement in steering corporate direction and strategy.


The Path to Acquisition: Shareholder Conviction and Strategic Vision

FDJ’s pursuit of Kindred Group, contingent upon securing 90% of total capital, reflects a strategic maneuver to consolidate its position in the global gaming market. The offer per share, valuing Kindred at approximately €2.6 billion, has garnered unanimous board endorsement and significant shareholder backing, illustrating the alignment of strategic interests and the perceived value of this consolidation.

Activist Influence and Strategic Realignment

The role of activist shareholders, notably Corvex Management, in advocating for Kindred’s sale underscores the dynamic interplay between corporate governance and shareholder activism. Their successful campaign for board representation and strategic evaluation reflects a broader trend of active investor engagement in shaping corporate trajectories.

Implications for the Global Gaming Industry

This acquisition not only exemplifies the financial and strategic considerations underpinning such deals but also highlights the regulatory complexities and shareholder dynamics involved. As the gaming industry continues to evolve, driven by technological advancements and regulatory changes, the FDJ-Kindred merger serves as a case study in strategic growth, market consolidation, and the pursuit of competitive advantage.


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