SG Digital have rebranded to...

Spikie

Experienced Member
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Dec 5, 2016
Location
Uk
Oh no ….. taken over by the woke mob , trying to create a “tag line “ or a “ company Vision” like totally inept marketing people do nowadays….

SG gaming used to be Barcrest if I am not mistaken ?

From what I recall Barcrest was based in Oldham , and probably the name ‘Bar’ in their name also corresponded to ‘Bars’ on their reels …

So people knew they were a gaming company.. like Bell Fruit for example.

But ‘light and wonder ‘ ???


What the actual fuck ?

WW3 is probably a better option to destroy the world than these fuckheads that run companies nowadays that are going to fuck themselves.

What a joke ….. hope the company destroys itself. It doesn’t need any outside help obviously
 

Lemon

🍋🍋🍋🍋🍋
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Mar 14, 2017
Location
UK / Switzerland
Yeah that's fucking shit. Doesn't convey what their product is at all. The millenials will lap it up though because they're being sold dreams and sensations, something intangible. When these sick games drop, waitresses will be serving vegan smoothies 24/7 and plumes of vape smoke will billow through the casinos as a bunch of influencers gurn into their phones while Twittering their 15x bonus win on SnapFace.

🍋🍋🍋
 

slot_zombie

Senior Member
Joined
Jul 25, 2014
Location
UK
That's bloody awful! The latest shenanigans in a chequered history, to say the least.

Poor old Barcrest, changed to (or snapped up by) Scientific Games, the monstrosity then absorbed WMS and proceeded to put a stop to outputting the online conversions of classic WMS Casino games. Indeed, the output of WMS went down the drain to low potential licensed crap for the most part. Got rid of Jackpot Party, one of the best online casinos at the time. Produced one of the worst, bug ridden, clunkiest HTML5 slot engines ever seen, and screwed up most of their classic back catalogue with godawful no-effort conversions from Flash...

Perhaps the rebrand is an effort to change direction. Leaning on Rainbow Riches can only work for so long, as they are getting out-done on all fronts - quality, gameplay, design and potential - by just about every Slot maker out there apart from perhaps Rival and Eyecon 😆

Light and Wonder... I wonder where all the magic went?
 

dave1888

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That's bloody awful! The latest shenanigans in a chequered history, to say the least.

Poor old Barcrest, changed to (or snapped up by) Scientific Games, the monstrosity then absorbed WMS and proceeded to put a stop to outputting the online conversions of classic WMS Casino games. Indeed, the output of WMS went down the drain to low potential licensed crap for the most part. Got rid of Jackpot Party, one of the best online casinos at the time. Produced one of the worst, bug ridden, clunkiest HTML5 slot engines ever seen, and screwed up most of their classic back catalogue with godawful no-effort conversions from Flash...

Perhaps the rebrand is an effort to change direction. Leaning on Rainbow Riches can only work for so long, as they are getting out-done on all fronts - quality, gameplay, design and potential - by just about every Slot maker out there apart from perhaps Rival and Eyecon 😆

Light and Wonder... I wonder where all the magic went?
Eyecon and rival might look amateurish on the surface cartoony even...but damn it they can pay big. I had 450x on lost island with 5 scatters(the original lost island) before netent attempted to poach the slot name.
 

Casinomeister

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Staff member
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Location
Bierland
Light & Wonder?? That does not flow off the lips very well - and for branding purposes it means nothing. Some folks are doing too many bong hits during the boardroom meetings.

What does "Light" have to do gambling? And "Wonder"? nobody is wondering about the games except why they aren't winning.
 

Nate

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They were trying to make 'Light' Work of the re-branding, however its left more people 'Wondering' if they even know what they are doing...
 

trancemonkey

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Location
United Kingdom
I should add - it's the whole of SG rebranding - not just the online one. It's truly a shocking name, and an even worse logo :(
 

trancemonkey

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Location
United Kingdom
Light & Wonder?? That does not flow off the lips very well - and for branding purposes it means nothing. Some folks are doing too many bong hits during the boardroom meetings.

What does "Light" have to do gambling? And "Wonder"? nobody is wondering about the games except why they aren't winning.
Exactly - the two words don't really work together at all. It is sooo bizarre
 

dunover

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Shite - a Blunder!

I do wonder about the type of cretins that make these decisions, ultimate proof of Dazza's Law - "The level of imbecility required to fulfil particular positions will increase exponentially the further you rise through them."

Other examples:

Royal Mail temporarily rebranded as 'Consignia' only for the idiocy to be quickly reversed and they reverted back to the same name - costs? Who knows?

Whistl - a Dutch mailsort company that picks up bulk letters from companies like your local council, banks and other businesses and takes a slice while dumping them on the aforementioned Royal Mail to do the costly and logistically difficult bit, the 'final mile' delivery. I mean 'Whistl' - a letter's gone missing! FFS.....
 

k6kaysix

Full Member
Joined
Aug 8, 2016
Location
UK
I wonder if they're planning to flog off their UK land based operations at some point, I noticed recently they've started allowing Blueprint (/Merkur/Gauselmann) to run some of the SG content on their terminals...
 

mack341

Meister Member
Joined
May 8, 2018
Location
south east england
Light is how your pockets feel after daring to have a play, wonder is 'when will I get a decent win!'

William hill pulled raging rhino a month two or back, I sense because it's a 95.9% rtp slot it is viewed as over-generous heresy to their new owners. I wouldn't be surprised if we will soon have a 94% raging rhino and other SG/wms games, I just get that feeling.
 

PMKFRUITPRO

Meister Member
Joined
Aug 22, 2017
Location
England
Hills will nail anything and everything to the floor they can now.

Had another one of their ‘We’ve made some changes to the games you’ve recently played’ emails the other day. They don’t say what those changes are of course just a link to the game info.

Most in the email now running at 92%.

They did also mention blueprint but afaik they are still on fixed rtp. Shitty JPK versions aside.

Shame as hills do some pretty decent bonuses compared to most even tho they’ve tightened them up recently.
 

megadam

Newbie member
Joined
Sep 22, 2021
Pretty apt name as their slots and scratchcards will leave your wallet light and you wondering why the f you ever played their games!
 

k6kaysix

Full Member
Joined
Aug 8, 2016
Location
UK
As if the name change wasn't bad enough, look out for their top new game that isn't at all a clone of a popular (I have no idea why!) fishing based game with some Rainbow Richards visuals stuck on top...

 

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