DETROIT (WWJ/AP) – Greektown Casino Hotel in downtown Detroit is getting a new name.

Rock Gaming says that, later this year, the casino will be renamed “Jack Detroit Casino Hotel Greektown.”

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The Dan Gilbert-owned company is rebranding its casino properties under the Jack Entertainment LLC name.

Matt Cullen, CEO of Jack Entertainment, said they’re not at all trying to distance themselves from Greektown. He explained the name “Jack” is meant to be a fun, engaging, less pretentious brand than what people may be used to in gaming.

“We wanted to have all our gaming assets under one brand, and we thought Jack was kind of fun name that represented the family of companies,” Cullen told WWJ Newsradio 950’s Sandra McNeill.

“Jack is more of the id on your shoulder, right. It’s that spirit of energy and activity, maybe a little bit mischievous,” Cullen said. “It’s just, ‘Hey, let’s go out and have some fun,’ and, you know, engage in the entertainment in a fun and different way.”

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The company will spend $40 million to rebrand its casinos, which include two in the Cleveland area and one in Cincinnati.

Cullen said, to be clear, the $40 million included “a significant investment” in all of the properties, including new technology, and innovative products including new slow machines.

“As we bought out Caesars, which is our partner here in Ohio (Rock Gaming bought Greektown Casino in 2013), obviously we had to rebrand it,” he said. “And we also wanted to have a brand that we could put all of our properties under and get people excited about. So, we’re very confident that it’s a great investment and a great decision.”

A “Club Jack” rewards and points system will be introduced that will be common throughout each of the properties.

The Detroit News reports that the casino has about 1,900 workers and made $330 million in 2015.

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