IGT Unveils a New Brand at G2E, 15 Months After Apollo Combined It With Everi

The Apollo-owned slot, systems and fintech supplier has replaced what its chief executive calls a "stuffy" corporate identity with one built around a "casino as a service" pitch. It arrives in the same fortnight as a new finance chief hired to sharpen cash flow.

• IGT unveiled a new brand identity at the Global Gaming Expo (G2E) in Las Vegas on Monday 28 September, built, the company says, on the principles of being "fluid, frictionless and magnetic"
• The company behind the name is the privately held combination of International Game Technology PLC's former Gaming & Digital business and Everi, acquired by Apollo funds for about $6.3 billion in July 2025
• The listed parent that sold the business kept the lottery operations and now trades as Brightstar Lottery, while the IGT name went with the gaming business to Apollo
• Chief executive Hector Fernandez told CDC Gaming the old logo was "a bit stuffy, maybe some would say arrogant" and that IGT wants to sell "casino as a service versus just individualized products"
• The rebrand follows the appointment of Adam Chibib as chief financial officer from 1 November and of Jamie Knight as chief studios officer from January, as the company describes itself as mid-transformation

A New Identity for a Company That Is Still Assembling Itself

IGT used the opening day of G2E to launch a new brand identity. According to the company's announcement, dated 28 September, the identity is "built on the principles of being fluid, frictionless and magnetic" and moves "away from a typical corporate look" to "a bold and modern appearance that expresses the next chapter of the company's evolution". It lists four core commitments, from integrated solutions across the casino floor to customer success. "Our new brand identity signals who we are becoming and how our culture, capabilities and content are propelling us forward," chief executive Hector Fernandez said in the release. No cost for the rebrand was disclosed.

Fernandez gave the reasoning in an interview with CDC Gaming. The company is "essentially 47, 48 years old" and has had four logos, he said, and "as we brought together two different businesses with different capabilities and different strengths, and quite frankly different weaknesses, we felt like we needed to reimagine what the company looked like." The previous identity, he said, was "very much like a corporate logo. A bit stuffy, maybe some would say arrogant." The aim is to position IGT as a supplier of "anything that a customer needs to operate their business", from casino management systems to fintech, land-based games and iGaming: "casino as a service versus just individualized products."

The line-up announced on 21 September shows what that means in practice: new games for the RISE32 and RISE55 cabinets, Wheel of Fortune titles for the franchise's 30th year, a preview of IGT's first live dealer iGaming game, the IGT ADVANTAGE X casino management system with direct funding from sources such as Apple Pay and Venmo, and Everi's payments and table-games products. It also includes Everi Vi, which the company describes, without independent verification, as "the industry's first and only turnkey Class II, real-money mobile gaming solution".

Who Owns IGT Now

Apollo announced on 1 July 2025 that a holding company owned by funds managed by its affiliates had completed the acquisitions of International Game Technology PLC's Gaming & Digital business and of Everi Holdings, in an all-cash transaction valued at approximately $6.3 billion. Everi shareholders received $14.25 a share and the stock was delisted from the New York Stock Exchange; International Game Technology PLC received $4.05 billion of gross cash proceeds. The combined business, headquartered in Las Vegas and privately held, took the IGT name while "retaining the Everi brand in select markets and product lines", and is organised into Gaming, Digital and FinTech units.

The seller kept the lottery business and the listing. International Game Technology PLC, which had been doing business as Brightstar Lottery since June 2025, formally changed its name to Brightstar Lottery PLC on 9 July 2025 and trades on the NYSE as BRSL, as we reported when it rebranded its lottery business. The two are now separate companies. Fernandez, formerly chief executive of Aristocrat Gaming, joined as IGT's chief executive in December 2025 after a non-compete period, CDC Gaming reported at the time, and Apollo partner Daniel Cohen chairs IGT's board.

The executive team around him is still being built. On 14 September IGT named Adam Chibib chief financial officer from 1 November, subject to regulatory approvals, succeeding Fabio Celadon, who has served the group and its predecessor companies since becoming chief financial officer of Lottomatica in 2002. Chibib was previously president and chief financial officer of Multimedia Games and chairman of playAGS through its 2025 acquisition. Fernandez said Chibib's experience was needed "for this stage of IGT's transformation" and would help it "sharpen execution and strengthen cash flow creation".

The Finance Appointment Says More About the Plan Than the Logo Does

The brand release talks about players and magnetism. The finance release, a fortnight earlier, talks about "operating discipline, portfolio performance and cash flow creation", and introduces a chief financial officer whose biography opens with public-company, private-equity-backed and technology roles "contributing to six successful exits". Read together, they describe a private-equity-owned supplier 15 months into its holding period, tightening cash generation while presenting a single story to customers. Neither IGT nor Apollo has said anything about an exit, and neither release implies one. But a coherent brand, a cleaner integration story and a finance chief with transaction experience are also the things an owner would want in place before one.

Everi Is Still on the Booth, and That Is the Integration Question

Apollo said at completion that the Everi brand would survive in select markets and product lines, and the 21 September release is still billed as "IGT and Everi", with Everi Vi, PitXpress and CashClub under the Everi name. The new identity is presented as IGT's alone, and the company has not said whether it changes where Everi's name appears. That matters because Everi brought the cash access and fintech business that now forms one of IGT's three units, and Fernandez's own account of the rebrand acknowledges bringing together two businesses with "different weaknesses". The same integration runs through the studios, where Jamie Knight takes over a combined organisation of more than 1,200 people in January. A new logo can signal that the merger is finished; the booth suggests the work is still in progress.

The Harder Test Is Outside Las Vegas

Fernandez was unusually direct with CDC Gaming about Asia, saying IGT has "sub-10% share in that market" and that the business "hasn't done a great job" there; CDC Gaming notes that it trails Aristocrat and Light & Wonder in Macau and Australia. He said he has recruited two former Aristocrat colleagues and expects the company to be "a lot more competitive" over the next two to three years. That is a content and distribution problem, not a branding one, and it is where the "casino as a service" pitch will be tested against competitors that already own the floor.

IGT has given itself a new face for a combination that is 15 months old. The results that would show whether it works are private, which leaves customers, and the booth at G2E, as the only public measure.