The billion euro gaming group Gauselmann has officially changed its name as of 1 January 2024. As the Espelkamp-based company announced in a press release, the company, which was founded in 1957, will now be known as the Merkur Group. But what are the reasons for the name change?

Almost 70 years after it was founded, the Gauselmann Group officially changed its name in the Commercial Register on 1 January 2024. From now on, the Gauselmann Group will be known as the Merkur Group. The Merkur Group announced the name change last autumn, citing a new strategic direction. Only last December we reported that Gauselmann would be taking over ten casinos in Lower Saxony.

Traditional gambling group changes its face

The renaming of the Gauselmann Group as the Merkur Group has involved a great deal of effort and cost for the gaming group. Numerous marketing materials, company signs, websites, social media channels and the entire corporate design had to be adapted. Company founder Paul Gauselmann commented on the renaming in the official press release as follows:

"The Group is becoming increasingly digital and international. The name change reflects this. Both developments will benefit if we now also reflect the charisma of our Merkur brand in the company name".

The complete press release of the Merkur Group from 1 January 2024 can be found online here.

By the way: With Merkur Slots, there is now even an online casino that bears the name Merkur in its name. The Merkur Slots casino has a German gaming licence and is therefore 100% legal. New customers benefit from a 100% bonus up to €50 and 50 free spins. Deposits and withdrawals can also be made using PayPal.

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"Renaming is a nod to the success of the Merkur brand"

Paul Gauselmann introduced the Merkur brand some 50 years ago and has built it up over the years. The company's first arcade was also called Merkur Spielothek, so the name Merkur is still much more present and better known to the general public than Gauselmann. So it's no wonder that Paul Gauselmann says in the press release that the name change is a nod to the success of the Merkur brand.

While the Gauselmann Group is now called the Merkur Group, the holding company Gauselmann AG has been renamed Merkur.com AG.

Despite the change of name, the Merkur Group remains wholly owned by the Gauselmann Family Foundation. Incidentally, a subsidiary of today's Merkur Group was awarded the first German licence for online slots in May 2022.

The Merkur Group (Gauselmann Group until 31 December 2023) was founded in 1957 and is still headed by Paul Gauselmann. According to the company, it employs around 15,000 people, of which almost 8,000 are in Germany. Most recently, the long-established gaming group generated total revenues of €1.83 billion in 2021.

Image source: https://merkur.group/presse/meldungen-und-neuigkeiten/pressemitteilungen/2024-01-01-gauselmann-heißt-nun-merkur.html

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