IGT will unveil its new brand identity at the 2026 Global Gaming Expo (G2E) in Las Vegas, highlighting a new positioning centered on player-focused experiences and operator needs.
Built around the principles of being “fluid, frictionless and magnetic,” the new identity marks what the company describes as the next chapter of its evolution, moving away from a traditional corporate look toward a bolder and more modern appearance.
The brand identity is built around four areas: integrated solutions across the casino floor, in-demand games designed to bring players back, expertise in action through proven experience and practical advantage, and a commitment to customer success.
“At G2E, our customers will see and feel the IGT transformation story in motion,” said Hector Fernandez, IGT CEO. “Our new brand identity signals who we are becoming and how our culture, capabilities and content are propelling us forward.
“We are providing operators with a fluid and frictionless, connected ecosystem with magnetic content that will excite players and drive performance.”
According to the company, the new brand is intended to support seamless, connected player experiences through FinTech and systems, alongside game content across land-based casinos and online.
The new brand and latest product innovations will be showcased at IGT’s booth 4455 during G2E, running Sept. 28 to Oct. 1.