Global Gaming Provider Showcases Transformation Story Focused on Fluid, Frictionless, and Magnetic Experiences
IGT has officially announced the debut of its new brand identity at the 2026 Global Gaming Expo (G2E) in Las Vegas. Built upon the core principles of being fluid, frictionless, and magnetic, the redesigned brand identity reflects a singular commitment to delivering experiences designed around players and built for operators. Moving away from a conventional corporate aesthetic, the modern appearance highlights the next chapter of the company’s evolution.
The foundation of IGT‘s new brand identity centers on four key pillars:
- Integrated solutions – spanning across the entire casino floor.
- In-demand games – creating titles worth coming back to.
- Expertise in action – providing proven experience and a practical advantage.
- Commitment to customer success – ensuring mutual growth where operator success drives IGT.
Executive Perspective and G2E Showcase
Hector Fernandez, CEO of IGT, commented on the rollout:
“At G2E, our customers will see and feel the IGT transformation story in motion. 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.”
The new brand era positions IGT to deliver seamless, connected player experiences through FinTech and advanced systems, alongside compelling game content across both land-based casinos and online environments. Attendees can experience the new brand identity and latest product innovations firsthand at booth 4455 during G2E from September 28 to October 1.
