In a bid to better reflect its corporate mission and the young demographic audience it targets, Esports Technologies has rebranded as EBET.

The new corporate identity has been chosen to showcase the company’s expanded services, which now includes traditional sports and casino games alongside its flagship esports offering. 

Additionally, the firm has also stated the rebrand better reflects its target of providing betting products and technology to Millennial and Gen-Z consumers.

Aaron Speach, CEO of EBET., said, “Our leadership team and I believe this is the right time to rebrand our company to reflect who we are and where we are going. 

“This new brand and evolving positioning perfectly illustrate our growing ambition to serve the entire Millennial and Gen Z market.”

A new logo and website accompanied the EBET rebrand, as  further developments saw the US Nasdaq-listed operator commence trading on a post-name change basis of EBET yesterday. 

EBET’s expansion of its business operations hit a major milestone last year when it bought out Aspire Global’s B2C division for a total consideration of $76 million. 

In doing so, the Las Vegas-based firm strengthened its foothold in Europe, purchasing operators BetTarget, Dansk777 and GenerationVIP, and in doing so boosting its targeting of regulated markets such as Germany, Ireland, Denmark and Malta.

Furthermore, the group particularly enhanced its position in the UK market via the acquisition, securing UK-focused online sports betting and casino brands Karamba, Hopa, and Griffon Casino. 

EBET would later gain a UK gambling licence under the terms of an operator services agreement with the UK Gambling Commission (UKGC) in a further boost to its operations in the country, where it expects strong returns in one of Europe’s largest gambling markets.

In a separate development, EBET pursued a greater expansion of its betting operations  by filing a patent for a Financial Instrument Performance-Based Pari-Mutuel Betting System and Method’ to develop a pool betting offering. 

These developments, which have seen the company establish itself as a provider of multiple betting and gaming products across a range of international markets, has been given as one of the main motivators behind the rebrand.