iGaming Expert: Roundtable- The Art of the Rebrand

1. What was the key driver behind your decision to rebrand?

The driving force behind rebranding TradeArt to Odds88 was a strategic shift to 1. simplify the solution of the problems the company was created to solve, 2. align more closely with the Yolo B2B family and 3. become a more prominent and instantly recognisable player in the Sports Aggregation space. The new name we felt reflects a clearer connection to the nuts and bolts of what we’re working with and the company’s core focus on one-stop-shop betting solutions. The rebrand was designed to modernize the company’s identity, enhance market relevance and strengthen brand recognition among partners, operators and players in a highly competitive and fast-evolving digital entertainment landscape.

2. How do you balance the need for innovation with preserving player trust during a rebrand?

We feel a great rebrand involves clear communication and a sustained commitment to our core values. Whilst we’re even now introducing new features beyond branding, it’s essential that reliability, security and fairness remain intact in the minds of our partners. Transparency about the reasons for change helps prevent confusion or skepticism. Nevertheless, maintaining familiar user experiences is what helps us to build continuity, while innovation should enhance and not disrupt the customer journey. The great thing we’ve been able to do so far this year, especially with having the unique Odds88 SportsDeck at SBC Summit Americas, is listen to feedback and demonstrate our focus on an unwavering Alternative Odds API and risk management tools. A successful rebrand like this makes everyone feel included, viewing change as an improvement rather than a risk.

3. In an industry driven by regulation, technological evolution and shifting player behaviour, what role does a rebrand play in staying competitive?

In being shaped by regulation the way that we are, technological growth and constantly changing player behaviours and appetites, a rebrand plays a vital role in staying ahead of the chasing pack. It aligns Odds88 with current market demands and communicates a refreshed vision to all who interact with our brand. A well-executed rebrand can reposition us too to appeal to new audiences, reflect expanded offerings and showcase innovation, which we feel we’ve done in more than just a couple of ways. It also helps differentiate the brand in a crowded marketplace while reinforcing trust through modern identity. By staying visually and strategically relevant, TradeArt to Odds88 becomes a proactive move that signals long-term growth, enhances market perception and importantly keeps the brand top of mind.

4. What were the biggest lessons or surprises during your rebranding journey?

One of the biggest lessons during a rebranding journey is the importance of internal alignment; success starts from within. Gaining buy-in across teams ensures consistent delivery of a brand. A common surprise is how emotionally attached people can be to heritage ideas or concepts, this wasn’t the case with us. We were all aligned in our goal to simplify our solutions and show how unrivalled we are in uptime and variety. It’s a strategic shift that must be reflected in culture, communication and CX too. Unexpected challenges may arise in updating systems, launching new products, communicating new assets or even simply public perception. Ultimately, a rebrand reveals how powerful clear messaging and authenticity are in reconnecting with our audience and driving long-term growth.