Re-branding Casinos and why it’s a new trend

Re-branding Casinos and why it’s a new trend

Re-branding is a modern term that online casinos use to keep their competitive edge in the industry. When a company re-brands, it will change its name and logo or overhaul its design to reposition the online casino in the mind of the consumer and the competition. To remain competitive, UK Online Casinos might change their name and/or design to stay on the cutting edge of design trends. One great example is the Grosvenor Group of Online Casinos UK which is re-branding its 55 properties and an online casino and sportsbook. Intending to break away from “the stereotypical casino, Grosvenor Online Casino will be focused on providing a “stylish” and “fun” casino that promises to deliver more “entertainment for all.”

What is re-branding, and how do you go about it?

A powerful tool, re-branding, can make a company, or if misused, can break a company. Online casinos re-brand by changing their name, logo, design, and colours to move away from negative brand associations and allow new perceptions to form. One example is Casino Z becoming SpinBetter Online Casino, which re-branded after the Z was displayed on Russia’s military vehicles in their invasion of Ukraine. The positive effects of re-branding are straightforward, and besides improving a casino’s image overall, the re-branded product becomes more relevant, competitive, and profitable. As in Casino Z’s case, after re-branding to SpinBetter Casino, the company was able to modernize its aesthetic and realign its brand with its mission.

Is the risk/reward worth it?

Re-branding a company’s image or look is a mammoth job. Every product, package, page, advert, and peripheral has to be remade to reflect the new brand name or design. A new website must be re-launched, forms modified, templates revised, and presentations redone. A good, strong brand or image helps players distinguish between online casinos, and for this reason, online casinos put a great deal into building and maintaining their brand identities. Using a strong brand makes a casino stand out and attracts more clients and revenue to ensure long-term success.

Rewards:

There are risks and rewards associated with re-branding, and here are the main ones:

  • Promotes customer loyalty – When re-branding is done correctly and successfully, it becomes recognizable and gains voice and personality. This ensures that it will inspire customer loyalty, plus re-branding is also seen as an investment into a company’s future.
  • Changes customer perception – If an online casino wants to re-brand to start over, and they only change their slogan and nothing else, their clients will see through it. What is required with re-branding is a change in work culture, mission, and vision, or even a different business model.

Risks:

  • Costly and time-consuming – Changing a logo means changing it on many social media platforms, websites, and other areas. A drastic change might make the site unrecognizable to its clients, and while re-branding, the site may be offline for a while.
  • Can go wrong – Re-branding can go horribly wrong too. In 2008, Tropicana changed its packaging and left out its beloved and recognizable element: the orange with a straw. After £30 million in losses and ongoing complaints, Tropicana changed back to the old carton.

Grosvenor Casino is one of the latest UK Casinos to rebrand

Grosvenor new logo
Grosvenor Casino Logo

One the latest UK Casinos to rebrand, Grosvenor Casino is well known globally. The company started in 1970 and today owns 55 land-based casinos across the UK. Owned and operated by the Rank Group PLC, a publicly-traded UK firm, the Grosvenor online casino launched in 2007 and has recently added a sportsbook to the mix. The casino holds two gaming licenses; one from the UK Gambling Commission and one from Alderney. If you’d like to know more about this exceptional online casino and sportsbook, feel free to read our Grosvenor Casino Review at your leisure.

The re-branding will roll out across 52 Grosvenor casinos, including an online casino and an online sportsbook, so UK players can enjoy a more “stylish” and “fun” way to gamble online. UK operator Grosvenor will move away from the stereotypical casino experience and modernize its brand to appeal to the latest generation casino players. The Grosvenor Group has invested hours of extensive research in establishing what their clients want from a top-quality UK online casino gaming experience, so expect plenty of great surprises. The rebrand also features the launch of a new casino game, “Beat the Timer,” that gives players 60 seconds to win daily prizes.

The Welcome Bonus at Grosvenor Casino

New players joining Grosvenor Online Casino and making their first deposit can unlock a welcome Bonus offer stacked in their favour, along with full Grosvenor Casino membership. This gives you free access to excellent benefits and exclusive promotions at their online and land casinos. As a high-quality 20 Pound Deposit Casino, expect some high-quality perks and rewards. To start your Grosvenor journey, deposit £20 or more, and you will get a £30 cash voucher that can be used on slots and table games, with some exceptions, which you can find outlined in the Bonus T&Cs. You can withdraw your wins as real cash after a 5x wagering requirement has been fulfilled.

Grosvenor Casino is part of our prestigious PayPal Casinos UK, so that players can count on instant deposits and fast withdrawals with PayPal. To get your bonus now, register at Grosvenor Casino, deposit £20 or more with PayPal or any other banking provider, and once your payment is through, you will receive a £30 bonus. Then, spend up to £20 in any Grosvenor Casino, and they will match it. Regarding what games you can play to knock off the wagering requirements, slots contribute 100% towards wagering, Dream Catcher contributes 50%, table games 5%, progressive jackpots contribute 50%, and Live Dealer Casino games contribute between 10% to 100%, as listed in the T&C’s.


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Will the re-brand trend pay off for Grosvenor Casino

Re-branding is a new trend that was something of a fad at the turn of the millennium, with some companies re-branding several times. However, re-branding only sometimes means success. One classic UK example is the British Post Office’s attempt to rebrand itself as Consignia in early 2000. It was a flop that required millions more to be spent to go back to square one. However, as Grosvenor Online Casino is part of a highly reputable and trusted gaming company with many years of experience, we are sure that the re-brand will pay off for Grosvenor Casino. Why don’t you go to Grosvenor UK by following our links and browse the casino? If you’re after extra playing money, you can collect the bonus and take home real cash wins after fulfilling some basic T&Cs.

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