Gauselmann Group Transforms into Merkur to Enhance Brand Identity

The gaming industry is witnessing a significant shift as the well-known Gauselmann Group announces its official rebranding as Merkur Group. Effective from January 1, this transformation reflects the company's commitment to forging a fresh brand identity. Consequently, Gauselmann AG will now operate under the name Merkur.com AG.

Merkur's journey began in the 1970s when Paul Gauselmann introduced the brand. Over the years, it evolved into a gaming giant, fueled by the Merkur B, the group's AWP machine division. The launch of Merkur Spielothek, the company's first arcade, further propelled its success. Merkur became synonymous with a wide range of games, gaming machines, and gaming systems, all bearing the company's iconic laughing sun logo. This accomplishment played a pivotal role in the decision to rebrand the group.

The rebranding initiative, which was unveiled in September 2023, aligns with the company's strategy to leverage the enduring appeal of the Merkur brand. This transformation allows Merkur Group to establish a cohesive and unified corporate identity. The company's increasing digital and international presence makes this name change a logical step, as it links the Merkur brand to the company's name.

Despite the rebranding, Merkur Group remains committed to preserving the Gauselmann Family Foundation's presence. According to Paul Gauselmann, founder and chair of the management board, continuity and stability remain integral to the company's philosophy and future success. This transformation signifies a new chapter for Merkur Group, as it evolves to meet the demands of the evolving gaming landscape while preserving its core values.