Detroit-based casino operator Rock Gaming has undergone a rebranding, which will see its four venues in Detroit and Ohio operate under the JACK Entertainment banner.
Rock says the changes affect the three casinos it acquired from Caesars Entertainment last year – Horseshoe Cincinnati, Horseshoe Celevland and Thistledown Racino – as well as its Greektown property in Detroit. The change comes with the launch of the new ClubJACK player loyalty program.
The promised branding switcheroo will officially commence on March 9 with the rechristening of JACK Thistledown Racino. The month of May will bring the arrival of JACK Cleveland Casino, followed by JACK Cincinnati Casino in June and JACK Detroit Casino-Hotel Greektown by the start of Q4 2016.
JACK chief marketing officer Darlene Monzo spared no hyperbole by claiming that the new moniker represents “the voice of adventure,” i.e. someone who “entices you to step outside of your comfort zone, forget your fears, have fun and live in the moment, for the moment.”
JACK CEO Matt Cullen was similarly ebullient, saying the brand represents the desire to provide guests with “unexpected, delightful experiences every day.” Cullen went as far as to say JACK would “change the world of gaming as we know it.”
The company has produced a video (viewable below) announcing its rebranding, which is clearly aimed at the coveted millennial market, a generation that has heretofore displayed little interest in the traditional brick-and-mortar casino realm, unless that casino has a happening club or pool party scene.
Doubling down on this theme, the company says that while it remains committed to its slots and table games, it will embrace its “progressive culture” by “exploring trends in gaming, providing inventive gaming options, blazing new trails in entertainment and revitalizing urban areas.” (Perhaps if JACK has any time left over, it could take at look at resolving this whole ISIS problem.)
Casinos are increasingly striving to reinvent their gaming floors to appeal to millennials. This week saw New Jersey invite game developers to submit proposals to bring skill-based games to Atlantic City casino floors, much as Nevada issued its own invitations last year.