GCOW announced on December 6, 2023 that it was adopting the name Branded Currency Solutions. Its Rewards By GCOW platform was also being renamed Branded Currency Rewards. [S01]

A name for a broader business

The company said its work had expanded beyond its original mobile-gaming focus. That earlier proposition centred on a gift-card offerwall and the GCOW Marketplace. The new corporate name was intended to describe the wider range of services rather than only that starting point. [S01]

The company also said its offerwall platform had recently received a patent. The announcement did not provide a patent number or describe the claims, so it does not establish the scope of protection or make a comparison with competing products. [S01]

What changed for customers

The announced change concerned corporate and platform names. The company said its service commitment would continue, but it disclosed no new price schedule, reward catalog, migration deadline or contractual change. [S01]

For partners, a rebrand creates a practical need to recognise the same supplier across documentation, integrations and customer communications. The important distinction is between a new name and a newly launched capability. This announcement documented the former while explaining the company’s broader positioning.