Scientific Games has undergone a full rebranding and from hereon in will be known as Light & Wonder, Inc. The newly-coined company has restated its focus of developing games which use technology to create a user experience that moves frictionlessly across platforms.
The rebranding is the culmination of several months of work in which the former Scientific Games divested itself of lottery and sports betting holdings.
The new focus will be on creating content, hardware and systems which can bring together well-known titles in any setting.
Additionally, the group’s website has a new domain name – lnw.com – and it is here that customers will be able to access iGaming as well as land-based products (including ancillary technology for these).
Light & Wonder CEO Barry Cottle commented on the rebranding: “We are thrilled to introduce the world to Light & Wonder, a company that will build great games and franchises that offer players a seamless experience across platforms.
“Our powerful new strategy required a powerful new identity to distinguish us and our unique offerings and capabilities. Our new name and identity are borne from our winning strategy to be the leading cross platform game company and will inspire our people to make great products for our players.”
Cottle emphasized that despite the new name, the company would still operate to the same high standards that made Scientific Games an industry leader: “We already have a world-class team powered by the brightest game creators in the business and in transforming into a growth company who invests in our people and products, we will serve our players even better wherever and whenever they play.”
Light & Wonder will operate under this assumed name until the switchover is officially complete, which is due to happen in Spring 2022.
It has also reserved a new stock ticker under which it will trade: LNW.
