Merkur Group: Gauselmann Group Rebrands to Reflect New Identity
The Gauselmann Group, an international gaming company, has officially changed its name to Merkur Group, marking a significant shift in the company’s brand identity. As a result, Gauselmann AG will now operate under the name Merkur.com AG.
The rebranding, which was completed on January 1, represents a new chapter in the company’s history. Paul Gauselmann, who introduced the Merkur brand in the 1970s, transformed it into a gaming powerhouse over the years. The success of the company was propelled by the Merkur B, the group’s AWP machine division, and further solidified by the launch of the first company-owned arcade, the Merkur Spielothek.
These developments led to the production of numerous games, gaming machines, and gaming systems under the company’s signature laughing sun logo. According to Paul Gauselmann, this success was a driving force behind the decision to rebrand the group as Merkur.
The rebrand was announced in September 2023 and aims to capitalize on the appeal of the Merkur brand. It also aligns with the company’s goal of establishing a unified identity. Paul Gauselmann stated, “The corporate group is becoming increasingly digital and international. The change of name reflects this fact. Both developments will benefit from linking the appeal of our Merkur brand to the company name.”
As part of the rebranding efforts, all marketing materials will now feature the company’s new look. Additionally, the company will need to update a large number of company signs to reflect the new identity. Despite these changes, Merkur emphasized that the presence of the Gauselmann Family Foundation will remain unaffected. Paul Gauselmann highlighted the importance of continuity and stability in the company’s corporate philosophy, stating that these factors will continue to be crucial for success in the future.