Scientific Games to Rebrand as Light & Wonder

  • Light & Wonder will trade under an assumed name until a legal name change in spring 2022
  • CEO Cottle said SG rebranded to distinguish itself as a cross-platform global game business
  • A new website features SG’s land-based casino and iGaming portfolio under one parent brand
  • Cottle said L&W “will build great games and franchises” for a seamless multi-platform experience
Scientific Games logo on phone
After completing a series of major strategic sales and acquisitions last year, SG is gearing up for a full-on, cross platform gaming expansion while rebranding to Light & Wonder. [Image: Shutterstock.com]

Aggressive gaming expansion

Las Vegas-based Scientific Games Corporation (SG) is to ditch its name in a rebrand to Light & Wonder, Inc.

shedding its old corporate image

In an announcement made Tuesday, SG revealed an aggressive gaming expansion strategy. The global gaming supplier has confirmed it will shed its old corporate image for a more marketable identity. It believes this will lead its drive to become the world’s leading cross-platform gaming business.

The company’s senior vice president global government affairs and business development, F. Steven DiMasi, took to Twitter to thank Nevada Governor Steve Sisolak for joining the rebrand launch celebration:

The supplier giant has already moved on from SG, announcing in a news release that Light & Wonder will do business under an assumed name until a legal name change takes place in spring 2022. When that happens, the firm intends to trade under LNW, a new stock ticker already reserved. The rebranding results from a 12-month strategic process.

A bold new look

Light & Wonder CEO Barry Cottle said the firm’s fresh strategy needed a “powerful new identity to distinguish us and our unique offerings and capabilities.”

Light & Wonder has launched with a new website, lnw.com, which draws all of SG’s land-based casino and iGaming offerings under one brand. The bold typographical, animated character look-and-feel of the new website is a big departure from its old corporate-leaning identity.

SG’s activity in the market in 2021 gave the brand the digital weapons it desired to launch Light & Wonder with a bang.

In December, SG acquired Sweden-based digital content developer ELK Studios. Before that, it also bought live casino provider Authentic Gaming and slot developer Lightning Box. In September, SG offloaded its OpenBet sports betting business to Endeavor for $1bn cash and $200m in stock. SG also agreed to sell its worldwide lotteries business to Brookfield in a $6.05bn deal.

Good news for players

Light & Wonder said its new cross-platform flexibility gives it the ability to offer its game franchises to players around the world.

With all its 2021 acquisitions on board, Cottle said he can comfortably state Light & Wonder “already have a world-class team powered by the brightest game creators in the business.”

The CEO said his new-look company “will build great games and franchises that offer players a seamless experience across platforms.”