Gametrac Europe today announced that it had renamed its handheld system under the name of Gizmondo to allow more precise market segmentation. The move also comes earlier than intially planned as there have been legal issues with the use of the Gametrac brand name. The firm should also be showcasing their latest model and games for the Gizmondo in this year's E3Expo.

"Gametrac was a project name for our strategic partners," says Mike Carrender, CEO for Tiger Telematics. "The new name, Gizmondo, exemplifies the unique versatility of the device to provide many types of entertainment as chosen by the user. Gizmondo reflects that the device changes to fit the entertainment choices of the user."

"We are really excited about E3, where we'll be showcasing our latest model and games. We can't wait to see the public's reaction. Gizmondo gives us great leverage in winning the hearts and minds of our target audience. It provides the opportunity to create a series of future subbrands under the Tiger Telematics' umbrella in order to create a homogenous whole and strengthen the connection to the listed parent company," says Patrik Wallgren, Head of Global Public Relations. 

The Gizmondo is planned to hit worldwide retail shelves later this year. RP