Rank Group-owned Grosvenor Casinos has announced plans to undergo a contemporary rebrand as it seeks to breathe “fun” into its appearance. The Grosvenor brand is synonymous with some of central London’s most popular land-based casinos, with The Rialto, The Victoria and The Gloucester dotted around Leicester Square, Paddington and South Kensington respectively. The brand has also become synonymous with the UK’s regulated iGaming industry, cementing itself as one of the leading brands on oddschecker, underpinned by the strength of its deposit match promotions.

Despite its prominence across the capital and throughout the UK online, the brand confirmed proposals to embrace a contemporary, futureproof rebrand. The move will culminate in new signage, featuring an abstract ‘G’ placed inside a circular logo. The company stated that its new “stylish” appearance will help to create the “fun” and laid-back atmosphere it seeks to create on and offline.

Grosvenor conducts full market research prior to its rebrand

Grosvenor Casinos has confirmed the rebranded signage will cover all 52 of its land-based gaming venues and will also be replicated online. Sarah Sculpher, marketing director, Grosvenor Casinos, acknowledged the need for gaming operators to move with the times, given the speed with which the iGaming industry is moving on a national and global perspective. Sculpher said the rebrand was a result of intensive market research of its competitors and customers to determine the best way forward for the business in 2023 and beyond.

New games and ad campaigns supplementing Grosvenor’s rebranding

The company has also invested in a new television commercial ‘Entertainment Time’, during which it aims to celebrate shedding new skin for the coming year. The advertisement is also being run across its online casino homepage, as a customer acquisition campaign and as a means of reaching out to lapsed existing customers.

To augment its rebranding campaign, Grosvenor Casino has also unveiled a new ‘Beat the Timer’ game for customers online. It’s a high-octane, skill-based game, requiring players to match symbols to win regular cash payouts. Skill-based games are becoming increasingly popular in the iGaming scene, with operators looking to gamify various traditional aspects of casino gaming, not least the launch of online slot tournaments with real-time leaderboards.

On the subject of skill-based games, Grosvenor Casinos has held a long and proud relationship with the UK’s poker industry. It has been a sponsor of the UK Poker Tour for several years, and the firm plans to continue its arrangement in the coming years. Grosvenor hosts the Grosvenor UK Poker Tour (GUKPT) Grand Final, which is a £1,250 buy-in event attracting some of the biggest names in British poker.