Detroit-based casino operator Rock Gaming has undergone a rebranding, which will see its four venues in Detroit and Ohio operate under the JACK Entertainment banner.

Rock says the changes affect the three casinos it acquired from Caesars Entertainment last year – Horseshoe Cincinnati, Horseshoe Celevland and Thistledown Racino – as well as its Greektown property in Detroit. The change comes with the launch of the new ClubJACK player loyalty program.

The promised branding switcheroo will officially commence on March 9 with the rechristening of JACK Thistledown Racino. The month of May will bring the arrival of JACK Cleveland Casino, followed by JACK Cincinnati Casino in June and JACK Detroit Casino-Hotel Greektown by the start of Q4 2016.

JACK chief marketing officer Darlene Monzo spared no hyperbole by claiming that the new moniker represents “the voice of adventure,” i.e. someone who “entices you to step outside of your comfort zone, forget your fears, have fun and live in the moment, for the moment.”