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. 

“Hours of extensive research, as well as customer insight of existing players and casino considerers, resulted in a transformational brand identify switch as Grosvenor Casinos looks to set itself apart from its competitors now and in the future.  

“The repositioning exercise was all about opening up the world of Grosvenor and its amazing team of passionate experts to make it more accessible and welcoming to a new generation of customers who demand more from their time.” 

The rebrand also includes the launch of a new TV advert called ‘Entertainment Time,’ which has already gone live in venue and on GrosvenorCasinos.com.  

Furthermore, the rebrand will feature the launch of a new game, ‘Beat The Timer,’ which gives players 60 seconds in a supposed skill-based challenge to match symbols and win daily prizes.