AGS repositions, expands in Class III

Gaming machine supplier AGS – previously known as American Gaming Systems – has announced a new brand positioning in time for Global Gaming Expo 2014. The products of the firm will be on display at booth #4453.

AGS is a gaming machine supplier for what are known in the United States as Class II markets – encompassing bingo and games associated with it.

It also has an emerging presence in Class III markets – covering casino gaming machines – and in new product categories, says the firm.

David Lopez, chief executive of AGS, said of the company’s new branding, announced on August 26: “This is more than just a logo change; it is symbolic of the start of something new as well as being a call to action.

“The company needed a new visual identity to reflect this period of change and growth, and this look reflects that while holding on to the core AGS brand name. While we fast-forward into the Class III commercial slot and table markets, as well as continue to provide new, refreshing content for our long-term Class II partners, we invite everyone to ‘Play AGS’,” the CEO added.

AGS has been evolving over the course of the year, beginning with new executive leadership in January. That was followed by the acquisitions of Colossal Gaming, a pioneer in large-format slot gaming, and Casino War Blackjack Inc, which marked the company’s entry into the table games market with ‘War Blackjack’.

“As we continue to diversify and grow over the coming months, we are excited about our potential and are eager to share our progress and new products with our long-term partners as well as with new ones,” stated Mr Lopez.

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