Depending on the reaction of the public, whoever came up with the name might end up looking like an ace – or a joker.

Released Tuesday, Rock Gaming is going to renamed “Jack Entertainment, LLC” and the Detroit property will have a new full name of “JACK Detroit Casino-Hotel Greektown”

Rock Gaming has casinos in Cleveland, Cincinnati and ThistleDown Racino near Cleveland with the name transition happenings this year. Detroit will be last on the list to make the change in “Q4 2016.”


“JACK is the future of entertainment,” said Matt Cullen, chief executive officer of JACK Entertainment in a statement. “Our new brand represents our company’s progressive spirit, our pursuit of excellence and our desire to deliver our guests with unexpected, delightful experiences every day.”

The company also announced a new rewards program. Each letter of the word ‘JACK’ will represent a different program level. We’ve included their brand reveal video below.

In order to pay for the rebranding, Gilbert will be spending about $40 million on JACK.

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