In keeping with the strategy adopted by other big international companies the launch of Merkur UK provides a joined-up presence for the pan-European brand.
The country’s AGC and Bingo customers will shortly see a new name on the high street but one delivering a familiar high quality entertainment and hospitality offering following the formal launch of Merkur UK which has been confirmed this week.
Customers of the Gauselmann owned brands will be welcomed to venues bearing the Merkur name and distinctive smiling sun logo as part of a pan-European marketing strategy to create a joined-up and consistent brand delivering the highest standards of safe and enjoyable gambling entertainment. Work has started on physically rebranding the market-leading venues as Merkur Slots and Merkur Bingo both operating under the Merkur UK umbrella.
Announcing the re-brand, Stefan Bruns, CEO Praesepe and MD Merkur Casino International, said: “The Merkur name is recognised throughout Europe for its commitment to the delivery of value for money and safe gambling entertainment presented in comfortable and contemporary environments. The creation of Merkur UK is a further sign of our faith in and commitment to the UK market where we have 177 venues and remain one of the sector’s leading high street investors, employing local people both in-venue and indirectly through the supply chain.”
The creation of a single consumer-facing brand is consistent with the strategies followed by other transnational commercial organisations. There are a total of 627 Merkur branded venues in Europe, based in eight countries. The top four nations comprise: Germany (250 venues), UK (177), Serbia (144) and Spain (22).