The most famous and arguably most successful operator rebrand came with BetVictor changing from Victor Chandler over a decade ago, however, a significant amount of investment went into this identity change.
For Intertops, such a deviation from their original name could well spell trouble for them, especially from the standpoint of keeping existing customers.
It is likely that the operator will have a card up its sleeve in order to sweeten current customers, such as generous promotions. What is for sure, is that regardless of what the reason for their rebrand was, they will need to get it right, with the industry more competitive now, than ever before.
A former Press Association Sports Journalist (NCTJ – National Council for the Training of Journalists), now based in Lisbon, Matt also has over a decade of experience working with the top operator brands. These include Coral, BetVictor, and numerous others, having held a number of senior positions and still retains strong industry relationships. He enjoys reading, writing, travelling, all things business, sport, meeting new people, learning new things and also holds football coaching qualifications.