Microgaming rebrands as Apricot Investments
The Most Important Points at a Glance
Microgaming has officially rebranded as Apricot Investments. The company’s realignment focuses on software solutions, AI-powered games, and strategic partnerships. While the focus shifts from game development to platform technology, the well-known Microgaming games remain available through Games Global.
Realignment Towards Technology and Services
Apricot Investments places greater emphasis on customized software solutions for a limited number of partners. CEO Stephen Fisk emphasizes that the company continues to offer comprehensive solutions for the iGaming industry, but with a clearer focus on specialized products and services.
Collaboration with Betway
An example of this new direction is the ongoing partnership with Betway. Apricot provides the platform for Betway’s sports betting operations, processing around 210 million bets daily. The platform supports over 70 currencies and serves 86 million players worldwide. Betting markets include football, cricket, golf, horse racing, MMA, and snooker.
Investments in Blockchain, AI, and Mobile Gaming
Apricot is investing in future technologies such as blockchain, artificial intelligence (AI), and mobile-first gaming. AI is expected to enhance fraud detection, analyze player behavior, and enable personalized experiences. Blockchain technology ensures secure payments, transparent player identification, and regulatory compliance.
The mobile gaming market is growing rapidly and is projected to reach a value of $102.97 billion by 2025. More than half of this revenue is expected to come from mobile-first platforms. Apricot is positioning itself as a leader in this field.
Our Assessment
The rebranding of Microgaming to Apricot Investments is more than just a new name – it signals a strategic realignment. The focus on technology and specialized services shows that the company is adapting to changing market demands. With investments in AI, blockchain, and mobile-first gaming, Apricot remains a relevant player in the iGaming industry.
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