Zecure Gaming refreshes GUTS.com to become Betsson’s new challenger brand  

The GUTS.com brand and website has been refreshed under the domain of Betsson AB subsidiary Zecure Gaming.

Betsson took control of GUTS.com, the former flagship online casino and sportsbook property of Gaming Innovation Group (GiG), in Spring of 2020, following its acquisition of GiG’s B2C portfolio for €22m.

Ownership of GUTS.com was transferred to Zecure Gaming which was charged with redeveloping the asset alongside the deal’s further acquired B2C brands of Rizk, Kaboo and Thrills Casino.

Zecure Gaming has rebranded GUTS.com with a new logo and brand identity led by in-house research of current customer demographics and further analysis of  the brand’s tone of voice and customer engagement.

The rebrand aims to re-establish GUTS.com as a lead challenger online gambling brand across its key European markets, led by a Zecure Gaming marketing facelift and Betsson’s ‘under-the-bonnet’ improvements.  

Andrew Valenzia, Commercial Director at Zecure Gaming, said: “We are extremely excited about this new rebranding of one of the most iconic gaming brands that has been synonymous within the igaming industry for the last 10 years. 

This is the first phase of many, and we are already working on making GUTS.com an even better product with a whole list of improvements and ideas that we’ve got mapped out for 2022. This is GUTS Reborn.”


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