AGS rebranding emphasizes firm’s progress, international attain — CDC Gaming

With its largest G2E presence ever, a string of chart-topping slot titles, and sturdy omnichannel efficiency, steadily rising gaming provider AGS is making a press release.

“This isn’t your mother’s AGS,” Chief Marketing Officer Julia Boguslawski mentioned. “AGS has retained all the things you loved about us when we were small, but with all the good things that you like from a company with sophisticated R&D and multiple game studios around the world.”

AGS started 20 years in the past as American Gaming Systems and centered on offering Class II slots to tribal operators in Oklahoma. Now it has a worldwide attain, with a product mixture of high-performing Class II and Class III slots, desk video games, and interactive on line casino video games. With websites in six nations and practically 1,000 workers, AGS serves operators in 42 states and 26 nations. The firm operates eight sport studios, with plans for 2 extra on-line studios. The firm, which had been publicly traded since 2018, turned privately held this yr after being bought by Brightstar Capital Partners, a non-public fairness agency.

With its rising portfolio and buyer base, AGS is rebranding itself to replicate its breadth.

“Our objective is to show the market that AGS is a serious competitor and that our position in the market is probably more elevated than some people might realize,” Boguslawski mentioned. “We have a lot of greenfield internationally, and we’re excited to continue expansion there. We’ve just scratched the surface. For current customers, it’s the best of both worlds. We still have that fun culture, that accessibility, the hallmarks of our brand that make us a pleasure to do business with.”

For instance, the corporate’s sales space on the annual Global Gaming Expo sometimes has a theme – a Nashville-style barbecue setup to hold out the “AGS is cookin’” slogan in 2024 and a potpourri of hard-rock paraphernalia in 2023 to represent the corporate’s high-energy efficiency. Boguslawski mentioned this yr’s show will formally announce particulars of the rebranding. AGS will probably be in Booth 1150, which had been the positioning of Everi’s show for a while and greater than doubles the AGS show area.

“To be in that booth with the new brand and logo sends a very powerful statement to the market that we need a bigger booth because our product portfolio is so big,” Boguslawski mentioned. The show will home virtually 30 extra slots than final yr’s, plus two extra desk video games and a zone dedicated to interactive gaming.

The rebrand introduces a lightning bolt as an AGS icon and Boguslawski mentioned the corporate’s web site will probably be up to date, however the firm title will stay. “We have so much good brand equity built in that with (CEO David Lopez’s) leadership and culture and our solid and high-performing products,” Boguslawski mentioned. “But we could look a little different, something that matches the reality of who we are today.”

She mentioned one hallmark of AGS is innovating with intent, which requires totally understanding what prospects want and ensuring the answer works.

Nikki Davis, vp of selling for AGS, famous that firm has markedly elevated its extensions of well-liked manufacturers resembling Werewolf, Pinata Pays, Triple Coin Treasures, and the Rakin’ Bacon franchise. “We’re finally at that point where we can continue iterating off of those brands. This year, you’ll see a lot of those brand extensions, especially on our premium games for slots.”

Davis described the rebrand as a place to begin that provides the corporate an extended runway to proceed rising. “That was a huge message for us as we continue integrating this brand with our customers, our employees, and new potential partners in the rest of the world.” While AGS may not have been thought of a worldwide provider in years previous, “we definitely are now, and we’re moving more in that direction.”

AGS is one thing of a wild card within the gaming trade, Boguslawski mentioned. “We don’t take ourselves so seriously that we can’t have fun, but we’re very serious about what we do. That balance is unique to AGS.”