Scientific Games Light & Wonder

One of the USA’s biggest iGaming & land-based casino brands Scientific Games name change to Light & Wonder will be official by Spring 2022! (Images courtesy of lnw.com)

The new name for Scientific Games Corporation is now confirmed after the brand announced that it will become Light & Wonder Inc. It is not a takeover or a merger for the company and only what the brand believes it needs a new identity as it changes its strategy for its long-term future in the iGaming market.

For the time being, the new Light & Wonder brand name is to operate as an assumed name. Once Scientific Games fulfils the legal requirements to officially change to Light & Wonder (planned to be sometime in Spring 2022) the company will trade under the new ticker LNW changing from its currency NASDAQ ticker which is Scientific Games (SGMS) covered in our bi-weekly iGaming stocks & shares review.

Under the Light & Wonder brand, the company will focus on its vision, which is to leverage technology and great games. Combining these elements, ultimately, the benefactor is the end user in which the perfect player experience will be delivered across multiple platforms. Of course, in the modern-day of iGaming, one of the operate work here is ‘multiple platforms’ or in other words excellence in cross-platform game delivery.

That’s mobile, desktop, browser, land-based, online platforms, and more. We could see virtual reality and blockchain developments, but that’s just hearsay, assuming innovation means also delving into new technologies. This also assumes the name change is to set the company up for the future of iGaming, which as per yesterday’s news on the Metaverse suggests, iGaming could start heading in the direction of augmented realities inside virtual reality casino worlds, which will by and large operate on blockchain ecosystem using cryptos and/or NFTs.

That said, Scientific Games’ statement does not mention that its new Light & Wonder plans to go in this direction. Its statement purely mentions that over the last few months that the company has looked into new ways it can strategically transform its operations to become one of the top global iGaming companies in cross-platform game development, delivery, hardware, Also mentioned were its plans to improve in areas such as sports betting and lottery.

New strategies to become even more competitive, with an ambition to become the pioneering firm, in cross-platform delivery, came through Scientific Games’ strategic vision as well as through feedback from stakeholders.

New LNW Website: The new lnw.com (Light & Wonder Inc) website is already up and running. However, Scientific Games has not technically changed its name legally. You can still get to grips with the new look and feel for the brand’s new identity. The website already includes iGaming where you will find some of the top online casino games and gaming to cover the brand’s land-based activities and SciPlay where you’ll find more top games. Adding to this are sections for investors as well as careers in the UK, the US, Finland, Israel, and more.

Other Notable iGaming Name Changes

Within the iGaming industry, name changes are not uncommon even after a company builds up a solid brand name. Some changes are subtle while others are a complete name change even after there was no buyout or merger.

BetGamesTV in the live dealer space made a subtle change to its name to simply BetGames. We also saw the same with iGaming slot developer Net Entertainment changing its official brand name to NetEnt–still a top online casino game developer, but now operating under the Evolution Group. That brings us to the name change for Evolution gaming simply to Evolution although the company operates under the Evolution Group consisting of Red Tiger Gaming, NetEnt, Big Time Gaming (BTG), and Evolution.

A more notable brand changing its name completely is GVC Holdings. Now the company operates under the name Entain. Once again, the name change does not appear to have affected the way the company does business and if anything, the Entain brand name is certainly more appealing than GVC Holdings. When we see the name Entain, we think entertainment, excitement, and the logo is also bright as well as appealing, matching the online gambling world’s reputation for innovation, technology, and fun.

Scientific Games’ name change to Light & Wonder, Inc is like Entain so far. is it is a more entertaining name, but did Scientific Games really need to make this change? Sometimes companies need a name change to add that extra spark and realign, and who are we to judge a company worth billions of dollars. One thing is for sure, the people being this company know exactly what they are doing!