Germany's Gauselmann officially rebrands to Merkur Group

67 years after its foundation, German gambling giant Gauselmann Group has changed its name to Merkur Group. From now on, the holding company Gauselmann AG will operate under the new name Merkur.com AG. The renaming was completed on January 1 with the entry in the commercial register.

Paul Gauselmann, Founder and Chairman of the Management Board, said: "The corporate group is becoming increasingly digital and international. The change of name reflects this fact. Both developments will benefit from linking the appeal of our Merkur brand to the company name."

The move was announced at the beginning of September and has now been officially finalized.

Paul Gauselmann introduced the Merkur brand in the 1970s and gradually built it up. "The success story began with the first proprietary amusement with prizes (AWP) machine – the Merkur B – and continued with the opening of the first company-owned arcade – the Merkur Spielothek," a PR notes. Since then, numerous games, machines, and gaming systems have been developed, produced, and distributed under the "laughing sun" brand logo.

"The renaming is also a nod to the success of the Merkur brand," the Chairman commented.

This step has an impact on the entire corporate image. In addition to websites and social media channels, a large number of company signs also need to be adapted. All marketing materials – from large-scale banners to stationery – will appear in the new look. However, the changes to the brand image will not affect the presence of the entrepreneurial family.

The change of name does not alter the ownership structure of Merkur.com AG. The company will continue to be owned by the Gauselmann Family Foundation, into which Paul Gauselmann and his family transferred their company shares with effect from 1 January 2016. As sole shareholder, the Foundation is responsible for all fundamental and strategic management decisions. Thus, the name Gauselmann will remain linked to the group going forward.

"Continuity and stability are cornerstones of our corporate philosophy and will continue to be important factors for success going forward," the executive concluded.

The Gauselmann Family Foundation is managed by a three-member board, which continues to be chaired by Paul Gauselmann. The Foundation's Advisory Board is made up predominantly of members of the Gauselmann family.