Cyprus-based gaming technology company GR8 Tech has announced a new brand identity, changing its styling to reflect its stated focus on innovation and ambition.
The company will be branding itself as GR8_TECH from here on out, while it also states that it has upgraded its systems to reflect ‘the way modern technology brands think’.
GR8_TECH’s new identity has been influenced by a coding-style visual language, while the firm has also cited a motion-first approach and digitally-aligned structures.
Founded in Ukraine and now based in Limassol, Cyprus, GR8_TECH provides various types of betting and gaming technology to the international industry, including a sportsbook platform and cryptocurrency solutions.
“This was never about changing the brand for the sake of change. GR8_TECH already had strong recognition and character,” said Iryna Ilchanka, Creative Lead at GR8_TECH.
“Our goal was to sharpen it, to create a system that feels more future-ready and aligned with the level of technology and ambition behind the company.”
Branding and marketing have been very essential to GR8_TECH’s foundation in 2023, originating as Parimatch Tech – the B2B tech provider to the Ukraine-founded multinational sportsbook Parimatch.
Parimatch Tech rebranded as GR8 Tech (now GR8_TECH) in 2023.
Since then the firm has focused heavily on cultivating a strong brand image, including working with Ukrainian world heavyweight champion boxer Oleksandyr Usyk, and Premier League, LaLiga, Serie A and Champions League winning manager José Mourinho.
The adoption of GR8_TECH’s latest brand identity comes after a series of product enhancements this year, with a particular focus on preparing for the World Cup. The firm has initiated upgrades to both its sportsbook and casino platform ahead of the tournament.
“We didn’t want to create a static brand book,” Ilchanka added. “Rather, we wanted to build a living framework that can continuously evolve together with the business.”