UK operator Grosvenor Casinos has announced an ambitious branding that will see the company move with the times and modernize its appeal to new generations of players and customers. Effectively, Grosvenor Casinos is breaking away with the “stereotypical casino experience,” the company informs in a press release, arguing that it is embracing innovation from the bottom up.

New Identity to Reflect Grosvenor’s New Approach to Entertainment

Grosvenor is moving towards a future where its products provide “entertainment for all” and which seeks to change how the public views the traditional casino experience, both online and offline. The rebranding will take place across the 52 physical properties and online assets.

Commenting on the rebranding, Grosvenor marketing director Sarah Sculpher said that the rebrand was indicative of the company’s foresight and clear-cut commitment to change. She added:

In an ever-changing and multi-faceted world, repositioning the UK’s leading casino brand was never going to be easy. The scale and complexity of our gaming, leisure and hospitality offer on and offline required real foresight and a commitment to deliver change.

Grosvenor marketing director Sarah Sculpher

The new brand identity is not carried out on a whim, assures Sculpher, who said that hours of work have been put in to make sure that the new identity will appeal to players. She was cited by Gambling Insider who got first dibs on the news.

The rebrand has also come with the launch of “Entertainment Time,” a TV advert that is already available both in the physical venues and online. There is also the launch of a new game, “Beat The Timer” which asks players to participate in what seems like a skill-based contest for a chance to win daily prizes.