The German gaming group’s holding company Gauselmann AG has been renamed as Merkur.com AG, effective from 1 January. The renaming was done to align with the group’s increasing focus on digitalization and international expansion. The ownership structure of the business unit will remain unchanged. Merkur.com AG was established in 1980 as a holding company to offer centralized services to the businesses within Gauselmann Group. This change comes after 67 years since the founding of the Gauselmann Group and half a century since the introduction of the Merkur brand in the 1970s. The aim is to leverage the appeal of the Merkur brand and ensure continuity and stability for future success.
List of changes related to brand harmonisation:
- In March 2022, the adp Gauselmann GmbH subsidiary was renamed adp Merkur GmbH.
- Gauselmann AG is the latest business unit to adopt the Merkur name as part of brand harmonisation.
Gauselmann is known for introducing the Merkur B amusement with prizes (AWP) machine in the 1970s and opening its first arcade, Merkur Spielothek. Since then, the company has developed, produced, and distributed numerous games, machines, and gaming systems under the laughing sun brand logo.
