UK operator Grosvenor Casinos has announced rebranding as part of its strategic approach to modernise its appeal and move away from what it calls the “stereotypical casino experience”.
The company says the rebrand will focus on creating an “entertainment for all” offer, which breaks down perceptions of the traditional casino experience both online and in casinos.
The new identity will roll out across its 52 venues as well as online.
Sarah Sculpher, marketing director at Grosvenor, said the rebrand “required real foresight and a commitment to change”.
She added that the repositioning exercise is designed to welcome “a new generation of customers who demand more from their time”.
Grosvenor will continue its modernisation programme of key casino venues following the launch of its Grosvenor Casino Glasgow Merchant City earlier this year.
