Scientific Games has announced that it will now operate as Light & Wonder. The rebrand is to bring a new experience to players on all platforms.

Recently there has been a popular name change trend at betting companies such as Paddy Power and Betfair, which now function as Flutter Entertainment, and GVC becoming Entain. But it appears to have been a fruitful move with the stock price rising as a result.

“We are thrilled to introduce the world to Light & Wonder, a company that will build great games and franchises that will offer gamers a seamless cross-platform experience,” said Light & Wonder CEO Barry Cottle.

“Our powerful new strategy required a strong new identity to distinguish our unique offerings and capabilities. Our new name and identity are born out of a winning strategy to be the leading cross-platform gaming company and will inspire our people to make great products for gamers” , said Cottle.

President and Chief Executive Officer Barry Cottle celebrates the launch of Light & Wonder with employees at the Company's Las Vegas Headquarters (Photo: Business Wire)
President and CEO Barry Cottle celebrates the launch of Light & Wonder with employees at the company’s Las Vegas headquarters.

This name change from Scientific Games to Light & Wonder follows a series of strategic moves made by the company over the past few months. Its aim is to become a world leading cross-platform gaming company and has plans to sell parts of its lottery and sports betting business.

The new name was achieved through the company’s strategic plan, as well as input from key stakeholders. It is also a reflection on a focus on creating new content, hardware and systems that connect game titles across any channel or location.

Cottle added, “We already have a world-class team fueled by the brightest game creators in the business, and as we transform into a growing company that invests in our people and products, we will even better serve our players wherever and whenever they play.”

As part of the transformation, the company’s new website will include iGaming and terrestrial products, technology and services such as player account management and hardware. Light & Wonder will operate under an assumed name until a legal name change is completed in spring 2022.