The new identity uses the name I-play in a bouncing ball to represent the universally recognised symbol of play.
The idea of play and expressing, which the company says is vital as the new identity, will be rolled out globally.
Brian Greasley, I-play chief executive officer, said: "As a company we have evolved together with the industry since our launch in 1998.
"It is our belief that mobile games are on the cusp of going mass market and that our new brand and consumer focus, position us to help drive this next stage in the market's growth."
Broadcast branding specialist Lambie Nairn has offices in London and New York, and has a roster of clients including BBC, O2 and Sky.
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