Casumo unveils major rebrand in partnership with SNASK

Casumo, the Malta-headquartered online gaming group, has rolled out a new visual identity across its brand and casino site following a collaboration with SNASK, the design and film agency known for creative work with the likes of Spotify and Meta.

The operator, which also has offices in Barcelona and Gibraltar and employs around 300 staff, said the rebrand introduces a wider range of colours and design elements intended to make the brand more immediately recognisable to customers.

Rebrand rationale

Chief marketing officer Nikola Jellačić, a former Google product strategist, said the project involved close work between SNASK and Casumo’s in-house creative and brand teams. He said the aim was to sharpen the company’s existing identity rather than start from scratch, describing the process as clarifying what makes Casumo distinctive so that its look could not be easily replicated by competitors.

According to Casumo, the brainstorming process involved use of design tools and technology, including experimentation with ChatGPT, to explore the meaning behind the ‘sumo’ element of the brand name and how it connects to the company’s values and history. The company said it also considered how its messaging would be interpreted across different cultures, taking into account historical sensitivities.

Jellačić said he hoped the rebrand would generate fresh energy internally and externally, framing it as a “comeback” moment for the company rather than a relaunch, with the intention that existing customers notice an improved experience and new customers are drawn in by the refreshed look.

Leadership changes

The rebrand follows a broader overhaul of Casumo’s leadership team, with the company replacing its entire C-suite. New appointments include chief executive Francesco Postiglione, who joined from Fortuna having previously served as CEO of Croatian operator Hattrick Sports.

Casumo said the revamped C-suite is its most diverse to date, with women making up close to half of the leadership team, including chief customer experience officer Sandhya Singh, who has previously held roles at Meta, Amazon and Hewlett-Packard.