• Employees, partners and players at the heart of the manifesto
• Rebrand supports ‘exceptional’ company growth
• Active in 19 markets, serving Betsson, LeoVegas and Stoiximan

Online gaming company iSoftBet has undergone a rebranding exercise to focus its people on maintaining growth in the sector.

The manifesto reveals the company’s ambition to create “amazing gaming experiences” and produce top-quality products that “inspire, innovate and entertain”.

Putting staff, partners and ultimately the players at the heart of everything it does, the award-winning games supplier and content aggregator has outlined its new company values, with pillars of respect, passion and curiosity on a new foundation of producing “Serious Fun”.

iSoftBet produces some of the most popular slots, including Neptune’s Fortune Megaways, Mighty Stallion and Western Gold Megaways. It also provides a diverse suite of games from over 100 partners, allowing operators to access new gaming content easily (called the Game Aggregation Platform).

Only last week, the company revealed it had extended its footprint in Italy by signing a content deal with iGaming platform Blox.

iSoftBet CEO Nir Elbaz further explained the three pillars that represent the company’s values.

1. Respect – the company listens to staff and players to reflect a value of togetherness.
2. Curiosity – iSoftBet products are driven by curiosity to differentiate from the norm.
3. Passion – to create amazing gaming experiences with unique features to engage audiences.

Elbaz said: “Our new brand identity and mantra of ‘Serious Fun’ reflects our company ethos of a relentless drive to ensure we deliver our partners and our people fun experiences in a professional way.

“We have an outstanding company culture at iSoftBet and have taken this opportunity to further strengthen our approach and market positioning to ensure continued success, growth and sustainability.”

Calvin Ayre retires gambling news site

In other emerging news today, Canadian tycoon Calvin Ayre announced he was retiring his gambling news website, calvinayre.com

The portal had been a focal point for industry news since Ayre launched it back in 2009 because, in his own words, he was dissatisfied with the way other gambling news outlets covered the industry.

He revealed he was now shifting his focus to Bitcoin SV (BSV), claiming this payment solution will revolutionise data management.

“I launched CalvinAyre.com due to my dissatisfaction with the news sites that then dominated discussion of the gaming sector,” Ayre said.

“I found their coverage too deferential to the established giants of the day and too oblivious of the changes I saw looming on the horizon.

“I didn’t invent online gambling, but I saw its potential early enough to help shape the industry in ways that allowed it to emerge from the shadows into the mainstream.”

Ayre has now shifted his focus to CoinGeek.com, where he will discuss BSV and its potential to impact the iGaming industry’s future.

He concluded: “My primary focus may have changed, but you never forget your first love.”