Zecure Gaming, part of the Betsson Group, presents the new visual identity of its brand GUTS.com. In this regard, it announces that the renovation includes a new logo, a new look for the website, a new tone of voice and some internal updates.
As they explain from Betsson Group, the change comes after a detailed investigation of the central personality of the brand. The study was done by measuring brand attributes, looking at current customer demographics, analyzing perceived tone of voice, and looking at gaming behavior.
These results showed that GUTS.com is a strong and well-respected brand and highlighted some of the areas that needed some added TLC. This formulated the new long-term vision for GUTS.com which is, “to entertain, be honest and instil loyalty in our players in the simplest manner possible”.
To accomplish this vision for GUTS.com, Zecure Gaming has listed four key objectives:
- Keeping things simple – from communications to user experience and how campaigns work
- Improving gamification to generate new USPs
- Being a consistent and reliable voice to customers
- Committing to product improvements
- Besides sporting a new logo, GUTS.com’s brand icon was reshaped into something that is more meaningful, has stronger colors and can be better applied as a visual tool in marketing.
In this regard, Andrew Valenzia, Commercial Director at Zecure Gaming, said: “The concept that we have come up with reflects and symbolizes our vision of reintroducing GUTS.com as a brand that represents its customer base, loyal and bold. This is the first phase of many, and we are already working on making GUTS.com an even better product with a whole list of improvements and ideas that we’ve got mapped out for 2022. This is GUTS Reborn.”
It is worth remembering that GUTS.com was originally launched in May 2013 by the Gaming Innovation Group (GiG) and was acquired by the Betsson Group in April 2020.
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