Spil Games, the casual gaming portal, has unveiled a new logo, err, “brand identity”. The revamp includes a redesigned corporate website and the drawing up of the Dutch company’s manifesto, which contains bold statements like “We play … by our own rules.”

But I shouldn’t mock, the “corporate rebrand” is a big deal to Spil Games apparently. The new site features dedicated sections for the company’s products, advertisers, developers, and publishers along with feeds for news, events, and job openings. That’s playing by your own rules alright.

The freshly inked Spil Games manifesto also contains such wonders as:

“We think … playing starts at birth and continues throughout life.|

“We feel … playing can help people grow.”

“We respect … our consumers, customers, and ourselves.|

“We give … consumers freedom to choose.”

Yeah, we get the idea.

All of this, however, came about “after a period of extensive research and analysis”, we’re assured. I’m obviously in the wrong job.

To that end, Spil Games claims 130 million unique visitors per-month and its flagship sites include games.co.uk (for families), agame.co.uk (for teens), and GirlsGoGames.co.uk (for girls). In total the company offers 47 localized online gaming destinations in 19 languages.

While in August last year, Spil Games extended its reach to mobile through support for HTML5, which included a developer contest with terms that rather favoured Spil.