Pinnacle unveils major brand rethink

Pinnacle unveils major brand rethink

Thursday, June 2, 2016 Totally Gaming
The company's Harry Lang outlined the reasons for the changes

Pinnacle has told TotallyGaming.com that its change of name and rebranding are part of a wider shift in strategy.

The company – formerly Pinnacle Sports – simplified its name after acquiring the www.pinnacle.com domain, and has made major changes to its corporate branding. The company said its new architecture “encompasses a bold new logo and a dynamic, contemporary design style”.

Harry Lang, Pinnacle’s marketing director, said the decisions were made as part of a set of reforms implemented since Magnus Hedman became the company's major shareholder in 2014.

“The 'Pinnacle' name is incredibly strong – it stands for integrity and value, and our customers trust us implicitly,” Lang said. “However, the brand had not been updated since 1998, and with the new ownership and strategic direction, it required a fresh view of the new and improved Pinnacle to embody the exciting changes ahead of us.

“The new Pinnacle.com brand gives our customers a more contemporary, dynamic experience and early feedback suggests we’ve achieved that and more with the new Pinnacle logo and brand design style.”

Pinnacle was a pioneer of online sportsbooks and has recently led the way with e-Sports betting. Lang added that the company will turn its focus to improving its online casino and gaming offering before the end of the year.

“We aim to add additional products to Pinnacle’s casino offering by the end of 2016,” he said. “While our USP for sports betting is all about offering the best odds and highest stakes, on casino we want to give customers the very best product and the broadest choice of table games, slots and live dealer casino on both web and mobile”

TotallyGaming.com says: “Pinnacle was one of the original giants of online sports betting, but with new owners and a change of feel, it seems to be looking forward with confidence.”

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