Grosvenor says its rebrand is born from a desire to offer a more modern casino experience.
The rebrand will roll out across 52 Grosvenor venues and online, recreating the brand as more “stylish” and “fun,” according to the operator.
The operator adds that a rebrand will help it “move away from the stereotypical casino experience,” which is currently “rooted in traditional look and feel.”
Grosvenor Casinos Marketing Director Sarah Sculpher said: “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.
