LCKY Group CEO Richard Brown took part in a Q&A to explain the reasons behind the change, and how the new identity will help the collective build greater international resonance as it continues to expand into new regulated markets.

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Why was now the right moment to transition from Glitnor Group to LCKY Group?

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Richard Brown: Over the past few years, the group has grown from a fast-moving Nordic challenger into a multi-brand, global-facing business, and we felt it was necessary to develop a corporate identity that better reflected this evolution.

As we’ve expanded as a company, we’ve opened multiple offices across Europe and taken on employees of many different nationalities, backgrounds and ages, and we wanted our new brand to have that diversity threaded through its DNA.

The recently-completed acquisition of One Casino added further impetus to this decision by further extending the group’s geographical reach in regulated markets and adding greater depth to the workforce, making this a timely strategic move that better represents the current make-up of our company.

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How does the LCKY Group identity better reflect the business you are building for the future?

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RB: LCKY Group has a greater global resonance and better encapsulates the brands housed under the group umbrella. While we still wanted to retain the agile structure and entrepreneurial spirit that characterised Glitnor Group, the idea was that our new group identity would be more forward thinking and would send out a clear message about the rigorous integrity and cutting-edge innovation of the brands that we represent.

As a result, LCKY Group is now a much truer expression of our ambition, our culture and the brands we are building that places an even greater emphasis on the talent and professionalism of the many people that make up our outstanding team – and for that reason, it’s a brand that will stand the test of time as our expansion continues.

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What does this rebrand signal about the Group’s long-term ambition in regulated markets?

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RB: The rebrand creates a stronger platform for international growth by adopting a name and identity that chimes globally in regulated markets. Not only does the new LCKY Group identity enable our parent group to more closely resemble, promote and encapsulate the strong existing brands that sit under it, but it’s also a name that will give us a far broader international appeal.

Given that LCKY Group will remain fully focused on regulated markets going forward, the rebrand will help us seamlessly expand into new jurisdictions under a banner both operators and players can get behind. Now looking confidently to the future instead of dwelling on the achievements of the past, we’ll continue to drive exponential growth through our leading casino brands and in-house studio.

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How does LCKY Group bring greater clarity and strength to the brands operating under the group umbrella?

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RB: LCKY Group is immensely proud of the strong brands it houses, each of which has its own unique story and identity. The group rebrand will only solidify this further as it is essentially the DNA of all our brands, encapsulated at group level.

From the integrity and innovation of our sought-after software supplier, Swintt, to the playful branding and mobile-first accessibility of Happy Casino, the characteristics of each company under the LCKY Group umbrella have been carefully woven into the fabric of our rebrand to create an identity that truly reflects the collective as a whole.

The upshot of having this rich tapestry of influences behind it is that LCKY Group can nurture and grow each brand it represents without diluting the individual characteristics that make them so unique.

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What do you want the industry to immediately understand about LCKY Group that may not have been clear before?

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RB: As previously mentioned, the group’s culture and strategy is threaded through the parent brand like never before, with the strengths and values of each label we represent making a significant contribution to how we’ve chosen to position our new global identity.

The result of this is that under the new LCKY Group umbrella, we’re now ready to begin the next phase of our evolution as a leading, entrepreneurial iGaming company that’s focused on entering as many regulated markets as possible.

By taking such an approach, our parent group now better reflects the qualities of the brands that represent it, adding further trust and credibility to our existing portfolio while also paving the way for further market expansion and greater innovation in the near future.

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