Oberon Media is no more. Say hello to Iplay.

The new brand identity reflects an expansion of the company’s game offerings, products and services. The company has rolled out a new technology platform, has added a new executive team, and expanded its game offerings.

Oberon had been around since 2003, providing casual games to millions of players. New York–based Iplay powers the game centers for big companies such as Microsoft, Yahoo, and AT&T. The mission is now delivering games anytime, anywhere, to consumes around the globe.

Bob Hayes began as chief operating officer at the end of 2010 and was later appointed president. He has recruited executives from companies including ABC News, Aol, CNN, HBO, McGraw Hill, Pearson Education, and Sony Computer Entertainment of America.

“Oberon Media has been a recognized leader in the distribution of interactive games since its inception,” Hayes said. “Through this rebranding, we want to send a message to the marketplace that signals the fundamental and positive changes that have taken place in our company, further improving on the already exceptional services.”

He added, “The new leadership team has taken the company to the next level by improving on our technology and expanding both our game content and product offerings in order to deliver the most robust, highly targeted interactive game entertainment experience to consumers.”

The new tech platform enables a better experience for customers, including faster setup of new game center sites and improvements in customer service. The service will be personalized for the end consumer, and it will use a new data analytics engine to maximize consumer engagement by presenting the right game to the right user at the right time. The company has expanded its game catalog by 50 percent and added game genres for card, casino, sports, action/arcade, sim, and indie games.