Beter Live Rebrands as Iconic21
Beter.Live, the live dealer arm of the Beter group, has become an independent company called ICONIC21, in a move to strengthen its position in the Live Casino vertical.
ICONIC21 Takes Shape
Press Release 10th of September 2024
BETER Live, provider of live betting solutions, has officially rebranded to ICONIC21 as it enters a new chapter having separated from the BETER Group.
The strategic move allows ICONIC21 to deploy its own vision with a sharpened focus as it continues to strengthen its position as a must-have provider in the fast-growing online market.
As ICONIC21, the business will operate independently having built a super-star team that includes the brightest minds and creative talents in the gaming content space.
The business has already enjoyed incredible success by taking a client-first approach, responding quickly to requests and ensuring its products and experiences are always ahead of the curve.
ICONIC21 will continue to manage all aspects of operations internally, which means it can deliver a highly customisable yet efficient service to its customers while meeting their unique needs and requirements.
The company promises to take this to the next level over the coming months with more personalized service, faster delivery of new features, and a greater focus on securing strategic partnerships to fuel growth for both ICONIC21 and its customers.
In addition, ICONIC21 will further expand its product portfolio, boasting more variety and innovative features so that its content caters to a wider audience and has deeper player engagement.
This includes focusing on unique, innovative content and games, never-seen-before formats and bonus features, with a greater focus on the ever-popular live gameshow segment.
The company’s robust promotional engine will be further enhanced by introducing additional products and tools, enabling partners to run comprehensive, targeted campaigns to drive acquisition and retention.
ICONIC21 remains committed to setting the standard for customer personalisation. It allows operators to tailor the live dealer and live games experience offered to their players to perfectly align with their branding and player expectations and preferences in each market they target.
Edvardas Sadovskis, CPO at ICONIC21, said:
“Our transition to ICONIC21 is a strategic step forward that reflects our vision to lead with a passion for innovation, oriented toward our partners and players. Our commitment to customer-centricity has been at the heart of our success.
With our new brand, we will accelerate our growth plans and bring more groundbreaking content and unique game formats to the market.
Rebranding as ICONIC21 symbolizes a new era where we can deepen our commitment to becoming the must-have provider in the gaming industry. We are leveraging our talented team and expanding our product offerings to ensure our partners access unparalleled content that drives player acquisition, retention, and overall satisfaction.”
LiveCasinoComparer Comment
Rebranding is a brave move, especially as Beter.Live was relatively new to the market and was building some traction online. Players have become familiar with the old brand name, so this will initially create some confusion when they start looking for casinos with their games online.
Other companies have done it successfully, but building a following using the new brand name takes time.
