Canada’s Intertain Group says it will rebrand as Jackpotjoy once it completes its corporate relocation to the UK.

On Thursday, the Toronto-listed Intertain announced that it would christen its new London-headquartered company as Jackpotjoy PLC, reflecting the name of the company’s popular online bingo brand, which it acquired from Gamesys in 2015.

The change is part of Intertain’s UK Strategic Initiatives, which includes securing a listing on the London Stock Exchange. As most of its business is derived from the UK, Intertain believes UK analysts will be more inclined to talk up the company’s share price, unlike those North American philistines who express grave misgivings about the company’s ability to manage its crushing debt load.

Intertain shareholders will get an opportunity to vote on the plan to break out the U-Hauls at the company’s annual general meeting on Sept. 23. Assuming the vote is favorable, Intertain expects to secure the LSE listing by mid-October (and a passable fake Cockney accent by Christmas).