UK Gambling operator Grosvenor Casinos has officially unveiled a rebranding as part of its newest strategy aimed at helping it reposition in the market. As the iconic casino company shared, the rebranding move has been triggered by the desire to offer a more modern casino experience to customers.
According to an announcement issued by the operator, the rebranding will be launched across 52 venues of Grosvenor Casinos, as well as online, with the brand set to be recreated as more “stylish” and entertaining. Furthermore, the company shared that the planned move will help it move away from the stereotypical casino gaming experience, which currently serves as the base for a more traditional look and feel for the Grosvenor’s patrons.
The marketing director of Grosvenor Casinos, Sarah Sculpher, shared that repositioning one of the leading casino brands in the UK in the conditions of a constantly changing and the multi-faceted world was not expected to be easy. The move is made even more difficult by the fact that the company has a complex leisure, gaming, and hospitality business that currently remains operational, so it requires extra effort, dedication, and foresight to deliver the planned changes.
Ms Sculpher also explained that the transformational brand identity switch originated from extensive research, along with customer insight into casino contenders and existing players and happened at a time when Grosvenor Casinos is trying to differentiate itself from its rivals in the market.
Crosvenor Casinos Willing to Open Up the Brand to Attract New Generation of Gamblers
Grosvenor Casinos’ marketing director further revealed that the repositioning exercise was mostly focused on opening up the brand, with an amazing and experienced team of professionals aimed at boosting the accessibility of the casino gaming brand and making it more welcoming to a whole new generation of customers who simply demand more from their experience with gambling operators.
As revealed by the UK casino company, the launch of a new TV ad called “Entertainment Time”, which has already been released in brick-and-mortar locations of the company and on the company’s website, is also included in the rebranding strategy. In the upcoming months, the rebranding will also involve the launch of a new game called “Beat The Timer”, which provides players with 60 seconds to test their skills and match symbols in the pursuit of daily prizes.
The new strategy to popularize its brand will see Grosvenor Casinos continue its modernisation programme across a number of key casino venues after the Grosvenor Casino Glassgow Merchant City was launched earlier in 2022. As mentioned above, the rebranding is set to focus on creating an offer that would involve “entertainment for all”, which will also be set to break down the perceptions of the traditional casino experience in retail venues and online.
A total of 52 venues, along with the online gambling platform of the casino operator will be involved in the rebranding strategy.
- Author
Olivia Cole
