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Greektown Casino Hotel is rolling the dice with a new name. By late 2016 it will be called Jack Detroit Casino Hotel Greektown. It’s part of a $40 million rebranding of Dan Gilbert’s Rock Gaming LLC, now called Jack Entertainment LLC, that will resbrand Gilbert’s four casinos under a common theme with interchangeable rewards systems.

“We’re not at all distancing ourselves from Greektown,” Matt Cullen, CEO of Jack Entertainment, told The Detroit News. “It’s a legacy we’re proud of. We’re not trying to move away from it. We just want all our properties linked under one banner.”

The rebranding will start March 9 with Jack ThistleDown Racino outside Cleveland. That will be followed by Jack Cleveland Casino (formerly Horseshoe Cleveland) in early May, and Jack Cincinnati Casino (formerly Horseshoe Cincinnati) in early June. Greektown will transition last, in “late 2016,” Jack Entertainment said.

The Greektown name has been on the building in the Detroit historic neighborhood since the casino’s opening in 2000. Gilbert’s company took control of the casino and hotel in 2013, eventually gaining 100 percent ownership.

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