Embed International’s UK division is to drop ‘Playsafe’ from its name as part of a new branding initiative.
From this month, the company will be unifying all global operations under the Embed brand. This change is intended to communicate a single, clear brand and message to the global marketplace.
Following the successful merger of Embed’s UK business with Playsafe Monitoring in 2010, the company’s UK and European business operations based in Bath, UK, have traded under the joint branding of Playsafe. This, the company said, has allowed the company to convey its “multifaceted product offering” to both the gaming and amusement sectors, while also building awareness of Embed in the UK and across Europe.
“With the strong reputation and recognition of the Playsafe brand built up over many years in the UK market, we felt it was important to allow sufficient time to introduce the Embed brand to UK gaming customers especially and ensure they understood the connection with the original Playsafe Monitoring business,” explained Adam Steinberg, Embed CEO.
“Following this period of transition we now see great benefit in delivering a consistent brand and message globally. With the prevalence of internet and social media use it is important to have a message that transcends geographic boundaries.”
The Playsafe brand will now be used through the re-branding of existing Quantum and Loyalty systems as Playsafe Quantum and Playsafe Loyalty.
