With the fierce competition in the UK gambling industry, existing online casinos have to take steps to keep up and continue appealing to players.
To do so, many companies opt to rebrand the casino, offering players a new experience and repositioning themselves in the industry. For those that gamble in the UK, Grosvenor Casinos have been top choices for many years. The UK operator has announced a rebranding that will make the website more modern and provide more excitement for users.
Grosvenor operates multiple land casinos throughout the UK and the rebrand will have an effect on these venues as well as all online properties. A newly designed logo will provide a modern impression and the company plans to provide a fun vibe. All 52 properties in the UK as well as the online platform will benefit from the new rebranding strategy.
Before making any decisions, intensive research was conducted. The marketing director at Grosvenor stated that this new change will provide the edge the company needs to maintain its position in the industry. The research and insight gathered from customers have been used to decide on the best way to rebrand. A new logo was decided upon as this is the first thing players see. It will better distinguish Grosvenor from competitors.
In addition to the new visual redesign, the casino has launched the Entertainment Time advert that focuses on the many positive attributes offered, including casino experts and fast payouts. There will also be a launch of Beat The Timer, which will be a game where players will be given one minute to play a skill-based game to win prizes daily.
Successful Rebrands
Over the years, many leading companies in the UK have rebranded. As digital technology enhances and the market becomes more competitive, casino companies are forced to find new ways to make themselves stand out. The rebrand of Grosvenor is expected to be very successful since the casino already has a large base of loyal players.
Grosvenor joins a list of trusted gambling companies that have undergone rebranding successfully. Most online casinos will undergo a digital rebrand by changing the casino name, altering colours, or designing a new logo. In many cases, this is done to avoid any negative brand associations. For example, Casino Z was rebranded to SpinBetter Casino. This was because the Z was being displayed on military vehicles in Russia. The casino’s image was suffering because of this.
Mr Smith Casino is another website like a lot of new and recent online casinos in the UK that was rebranded. It is now known as LiveRoulette.com, which provides a new look and easier access. Aspers has also been rebranded, now called Rialto Casino. The new design showcases the selection of slots and a generous welcome bonus was added.
The process of rebranding is costly and time-consuming. Not only do operators have to maintain customer loyalty, but they also must be able to adapt to market trends and develop new logos or slogans that will help with market positioning. With enhanced competition, new sites emerging, and new technology, existing casinos are forced to consider rebranding to remain relevant in the growing market.
