The name change comes as the Ontario-based gaming and hospitality operator focuses on setting “a new industry standard for gaming entertainment in Canada.”
The new loyalty rewards programme, Great Canadian Rewards, offers members the chance to earn and claim rewards at any of the operator’s 12 Ontario locations.
Rewards can be earned without the use of a physical card, with members able to view new rewards, offers and current balances online.
Great Canadian CEO Tony Rodio said: “Our new rewards programme and brand launch reflect our number one priority to offer a first-class gaming and entertainment experience for our guests."
The launch comes as Great Canadian looks to invest and upgrade its casino resorts, including the expansion of Pickering Casino Resort later this year, and Casino Woodbine in 2023.
Casino Woodbine is set to open a new 400-room hotel, 5,000-seat entertainment venue and an expanded gaming floor. Pickering Casino Resort will open a new 275-room hotel, 2,500 seat entertainment venue and additional dining options.
Great Canadian COO Matt Anfinson added: “Diversifying our amenities, by way of additional hotels, entertainment venues, and more food and beverage offerings, elevates the guest experience while making a significant, positive economic impact in the communities where we operate.
“We’re very excited about our new corporate strategy and the investments we have in progress, and those to come.”
Great Canadian is not the only company to undergo a recent rebranding, with Penn National Gaming renaming itself as Penn Entertainment, reflecting the operator’s shift into providing integrated entertainment, sports and casino content.
This 'Entertainment' branding is becoming more and more of a trend within the industry, with gaming giants Flutter and Entain setting the tone with similar moves in 2019 and 2020 respectively.
A speculative suggestion would be that Great Canadian's rebranding might be preparing it for future M&A; CEO Rodio also has a history of taking over firms and overseeing a successful sale, such as with Tropicana and Caesars.