Guts.com Reborn

Putting energy back into a glorious brand.

Before…

If you’ve worked in iGaming for any period over 5years, then there are some brands that stood out quite strongly before the industry became so dense.?

GUTS was one of those to watch.

GUTS had a gritty, dark interface punctuated with humorous content and visuals. It was fun. It had energy. It got bought out.?

Challenge

When Betsson Group acquired GUTS in early 2020 under the branch of Zecure Gaming, it had already changed hands once before. It sat in the portfolio like an aged athlete,their glory days behind them, unfairly benched and looking for a chance to prove themselves a champion again.

We wanted to rebuild it’s glory.

Strategy

We needed to understand what GUTS really stood for. Delving into market research and customer feedback our Brand + Creative team worked to build a clear and coherent brand story for everyone to rally around. It was important to establish what GUTS was internally as well as externally, so that the brand remains robust even to future in-house business changes.?

We relaunched with a fresh logo and new positioning. The logo allows for a variety of implementations and branding opportunities. The entire interface was overhauled with a roadmap for greater user experiences across the site. New powerful and energetic visuals came to the fore, backed by a reimagined tone of voice and more impactful content. We launched Game of GUTS, our flagship gamification to give back to our loyal customers.?

Future

The GUTS Reborn initiative was more than a way to boost our business - it helped establish a better work culture at Zecure Gaming. A fully in-house project that connected Design, Dev, Casino, Content,and Marketing teams that used our experts and gave opportunities for learning and development across the company.?

Developing our brand helped us become a better team.?