FEATURE
BEHIND
THE BIG BRANDS
Raketech’s creative director Jani Peteri explains the thinking behind the affiliate’s new look and his
experience of high-profile branding projects at PokerStars and Betfair
GIVEN THE CURRENTLY
RATHER PRECARIOUS position
that igaming affiliates are in thanks to
regulators across the globe taking an
increased interest in their marketing
efforts, Raketech’s rebrand seems
rather well-timed.
Seeking to reposition itself as a
responsible supplier, in October the
Malta-based affiliate business announced
a new brand identity, centred around a
logo known as ‘the guider’ (see below).
The Raketech ‘guider’
Jani Peteri, the company’s creative
director, who joined the firm in June
and oversaw the new identity, explains:
“The logo is built up of three icons –
the letter ‘R’ for Raketech, the expertise
we have in finding users and information,
which is represented by the magnifying
glass, and then there is the way we
analyse data and hit our targets, which
is represented by the target symbol.
When we put all three together we
get our new brand symbol, which we
call the guider.”
The new logo is a long way from
the somewhat traditional and outdated
previous one and, says Peteri, reflects
the changes that have been made in the
company since it was founded in 2010.
“The rebrand for Raketech was
needed because we simply are not the
same brand we were when the company
was founded. Raketech has had a
remarkable journey and we wanted
a brand that reflects what we have
accomplished, where we are today
and to show we are ready to take
the company to the next level.”
“Casino is challenging because all the casino and slot
games are already products on their own, but you don’t
want to look like everybody else”
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iGB Affiliate Issue 66 DEC 2017/JAN 2018
Peteri is no stranger to big branding
projects that reflect a shift in focus. Prior
to Raketech he worked for PokerStars,
joining just as the gaming giant launched
its casino and sports betting verticals.
“At the time, PokerStars had launched
the casino because they wanted it up quite
quickly but the brand was not completely
in place so together with the creative
manager I built up the PokerStars casino
brand,” says Peteri.
“Casino is challenging because all the
casino and slot games are already products
on their own, but you don’t want to look
like everybody else. To solve this, we
created brand cards so that we could shift
and move them to increase or decrease our
brand part of it. It was a great way to be
able to dial up or dial down the branding
depending on the offer or promotion.
“When you get a new NetEnt game
you really don’t want to put some sort
of red canvas on top of the already
great-looking design, but in this way
we could sneak the PokerStars brand in
at the same time.”
Aesthetics aside, igaming creative
and branding professionals are also
challenged by terms and conditions
imposed by partners in a way that is
less of an issue in other industries, says
Peteri, who worked on the agency side