International Game Technology, the world’s largest maker of slot machines, will feature its IGT logo more prominently on gaming devices and websites to better connect its brand with consumers.
The new campaign includes painting IGT vans that service casino clients blue and a new slot machine tied to the blue world of the “Avatar” film characters, the Las Vegas-based company said today in a statement.
“This is so much more than a logo change,” IGT Chief Executive Officer Patti Hart said in a statement.
IGT faces increasing competition in slot machines and weaker betting by consumers. The company paid as much as $500 million for Double Down Interactive last year in a bid to capture players of casino-themed social media games on Facebook.
“Our industry is in a state of flux,” the company said in publicity materials, citing “more competitors, new technologies and more demanding players.”
Casinos and their suppliers are trying to link online games with land-based properties. More than 360,000 people participated in an online poker tournament on IGT-affiliated websites in July. Winners received a free trip to Las Vegas’ Casino del Sol Resort, which features IGT games on its website.
Earlier this year, the company fought a proxy battle that resulted in one dissident director from New York-based Ader Investment Management being elected to its board.
IGT, whose business dates back to the 1950s, unveiled the branding changes today at the industry’s annual Global Gaming Expo in Las Vegas.
The shares fell 1 percent to $20.81 at the close in New York. They have risen 47 percent this year, compared with a 19 percent gain in the Standard & Poor’s 500 Index.