The name change will come into effect from 1 January 2024. The ownership structure of the business unit will remain unchanged. The unit was founded in 1980 as a holding company to provide central services for businesses within the Gauselmann Group.
Gauselmann AG is the latest business unit to adopt the Merkur name as part of what the group described as brand “harmonisation”. In March 2022, the adp Gauselmann GmbH subsidiary was renamed adp Merkur GmbH.
Merkur.com will eventually become the umbrella name for all production and sales channels within the group, both nationally and internationally.
Furthering digitalisation
“The renaming to Merkur.com AG underlines our strategic orientation, especially towards further digitalisation,” Gauselmann Group founder Paul Gauselmann said.
“It sets a visible example of our core competence and our corporate goal of offering the best games and services for national and international gaming markets.
“This change is also an important step for our international expansion. We currently generate around 60% of our sales abroad and this share is constantly growing.
“Under the internationally established name Merkur, we can further expand our presence in the global gaming industry.”
Original article: https://igamingbusiness.com/strategy/management/gauselmann-rebrand-subsidiary-merkur/
