What’s in a name? Bollocks, it seems, as three companies connected with the gaming industry make rebranding plans.

On Tuesday, B2B real-money and free-play online gaming technology supplier GameAccount Network announced it will be known as GAN effective Wednesday (9).

The rebranding will be accompanied by the launch of a new logo, trademark and a new website (www.gan.com) The company’s sub-brands, including Simulated Gaming, SENSE3, GameSTACK and iBridge Framework will not be affected by the switcheroo.

Company CEO Dermot Smurfit claims the shift is no big deal, given that everyone in the United States already refers to it as GAN. Smurfit also believes the name “better reflects our corporate identity as a highly specialist B2B internet gaming technology company” because, um, it’s shorter?