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IGT uses the Global Gaming Expo to unveil new games

itgGaming technology provider International Game Technology (IGT) has unveiled a new branding position and video slot games series at the Global Gaming Expo, currently taking place in Las Vegas, Nevada.

Designed to complement the firm’s focus on entertainment and technology, the new brand identity will cover both IGT and its DoubleDown Interactive subsidiary operation.

Patti Hart, IGT chief executive officer, said the new brand will represent much more than just a logo change.

“IGT's new communications strategy, brand look, voice and feel are perfectly aligned with our proven business strategy to create best-in-class content and to distribute it anywhere, anytime,” Hart said.

In addition to the new brand, IGT has also used the event to launch two new IGT MegaJackpots titles: James Cameron’s AVATAR Video Slots and James Cameron’s AVATAR – Treasure of Pandora.

Both titles are inspired by Avatar, the highest grossing film of all time that was directed and produced by renowned director James Cameron.

The Treasures of Pandora title is housed on IGT’s new 42-inch vertical 3D touchscreen CrystalCore cabinet, which IGT said will offer enhanced visionary effects.

Away from G2E, IGT has also confirmed it has struck a deal with the world's largest land-based gaming company Caesars Entertainment Corporation to supply the Las Vegas-based firm with 7,000 AVP Video Poker terminals.

The contract will include the supply of 3,600 G20 Uprights, 2,400 Universal Slant cabinets and 1,000 G20 Bar Tops.

The new machines will replace existing units at Caesars Entertainment resorts across the US and will form part of the largest gaming re-investment the firm has made in 10 years.

The AVP machines can house all classic video poker titles, as well as accommodate for new custom configurations, themes and bonuses that IGT releases.

“Enriching the guest experience is our number one priority at our casinos and resorts across the country,” Melissa Price, Caesars Entertainment’s senior vice-president of gaming, said.

“This is just one of many initiatives Caesars has undertaken over the last several years – from the addition of new hospitality amenities across our resorts to fully new developments in existing gaming markets and beyond – to ensure a superior guest experience.”