Microgaming transforms into Apricot Investments: analyzing the impact of this change

Microgaming, an established brand in the iGaming industry since 1994, has rebranded as Apricot Investments. This transformation, which began in 2018, signals a strategic shift towards software solutions, AI-driven gaming experiences, and deeper industry partnerships. But what does this mean for operators, partners, and the broader iGaming ecosystem? This article explores the impact of the transformation.

Impact of this change 

Microgaming’s transition to Apricot Investments is not just a rebrand but a strategic restructuring to align with the changing demands of the iGaming market. By moving beyond casino content production and refocusing on software solutions, Apricot aims to reshape operator partnerships and enhance platform scalability.

Even with the rebrand, Microgaming’s classic games and progressive jackpots remain widely available. Now operated by Games Global, these titles can still be found at many popular Microgaming casinos, making sure players continue to enjoy their favorite slots and progressive jackpots while Apricot Investments shifts its focus to platform technology and industry partnerships.

The platform, through its CEO, Stephen Fisk, has said that it will still provide the turnkey software platform for games. However, the company will focus on products, content and services to offer personalized services to a small section of partners. As Apricot Investments, the company intends to get back its original identity as a provider. Hence, the decision to stay with the large section of customer and revenue base: casinos. 

Apricot Investments supports its partners 

This change is exciting for Apricot Investments and its partners as the company will continue to support them with innovative platform solutions. Its partnership with Betway is a perfect example of this support. Apricot still intends to dabble in sports betting and powers the Betway sports book. 

The partnership was a success story with Apricot’s bespoke sports betting platform and product facilitating the delivery of approximately 210 million bets every day. It also had a record-breaking 86 million players who used more than 70 currencies to bet. 

Apricot’s sports betting software is exclusively licensed to Betway and provides 24/7 betting opportunities and a calendar of events and markets. It also supports betting options for games such as snooker and table tennis, MMA, snooker, cricket, golf, horse racing, and football. 

Some notable platform features that make this sportsbook stand out include a client application, in-region hosting, core betting services, infrastructure design, and distribution handling for in-region clients. 

This evolution is essential for Apricot investments to meet the current demand of the iGaming industry. Instead of focusing on casino games alone, the company intends to provide software to run online casinos. This way, the company can focus on mobile-first gaming, artificial intelligence integration, and blockchain applications. 

AI plays a pivotal role in Apricot’s next-gen gaming strategy, with applications spanning real-time fraud detection, player behavior analysis, and hyper-personalized gaming recommendations. By 2025, AI-driven tools are expected to define the iGaming experience, adapting gameplay in real-time based on individual playing styles.

When it comes to mobile-first gaming, the entire gambling industry is expected to reach $102.97 billion before the end of 2025, and mobile-first gaming accounts for more than 50% of that revenue. Also, further statistics have shown that 30% of mobile game players prefer live casino games over traditional casino games.  

Blockchain is another key pillar in Apricot’s transformation, with applications in secure player verification, instant payments, and regulatory compliance. As iGaming regulators increasingly require transparent transactions, blockchain integration ensures both security and operational efficiency. This gives the company more time to focus on more important tasks while still retaining value for their partners. Blockchain is already a part of the iGaming industry by design and is expected to take center stage by 2025.