Operator BetVictor has announced a new corporate identity, which includes a new company name, logo and corporate website.
The operating company's umbrella organisation will hereafter be known as BVGroup.
The company uses a variety of internally built technology to service and manage several partner brands, including Parimatch, Heart Bingo, BildBet and TalkSport Bet, in addition to its core B2C BetVictor brand.
BVGroup will keep supplying gambling enterprises with its technological solutions and establishing alliances.
Andreas Meinrad, BVGroup CEO, said: “During our 75+ years in business, we have established ourselves as one of the most reputable gambling companies in the world. Our new identity, BVGroup, helps us define ourselves more effectively, highlighting how far the company has come from its bookmaker beginnings.
“While we remain intensely proud of our heritage, our focus is always on the future and how we can continue to innovate and grow to best serve our customers and partners. BVGroup is an exciting development in the progress of the company.”
The Advertising Standards Authority (ASA) upheld a complaint in April about a Facebook advertising from BetVictor, now BVGroup, that featured then-Barcelona football players Sergio Busquets and Jordi Alba.
The ASA ruled that the advertising violated the UK code of conduct because it is 'likely to have strong appeal to under-18-year-olds'.
The BVGroup responded to the decision by claiming that it did not believe it had violated the Code because 'CAP guidance stated that when a person or character was used to illustrate a subject of strong appeal to under-18s, their association with the subject was not a basis alone for the ASA to find an ad in breach of the Code'.
