One of Canada’s largest and most prominent gaming operators, Great Canadian Gaming Corporation, is rebranding itself for the future of gaming.

Great Canadian will become Great Canadian Entertainment in a transition that the company says reflects its “strategy to set a new industry standard for gaming entertainment in Canada”.

The rebrand also includes a new corporate website (www.greatcanadian.com) and the launch of Great Canadian Rewards, a new loyalty rewards program for its 12 Ontario destinations.

“Our new rewards program and brand launch reflect our number one priority to offer a first-class gaming and entertainment experience for our guests,” said Tony Rodio, Chief Executive Officer, Great Canadian.

Great Canadian Rewards will allow members to earn and redeem loyalty rewards at any of Great Canadian’s 12 destinations across Ontario. Members can earn rewards without the need for a physical card, as well as view new rewards, balances, and other offers online. The program will also include a mix of new benefits and premium choice partners for a superior gaming experience.

The step into the loyalty realm will likely be seen as a way of boosting the appeal of the company and its properties to Canada’s vast network of gamers and bettors amid rising competition in the digital gaming world. Loyalty programs have taken on increased importance for Canadian businesses in recent years, spanning everything from restaurants to retail to other forms of entertainment.

A press release says that the rebrand and the launch of Great Canadian Rewards in Ontario come as the company continues to make “significant investments and upgrades” across the province.

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For one, Casino Woodbine is expected to reopen in 2023 and the expansion of Pickering Casino Resort later this year.

“Diversifying our amenities, by way of additional hotels, entertainment venues, and more food and beverage offerings, elevates the guest experience while making a significant, positive economic impact in the communities where we operate,” stated Matt Anfinson, Chief Operating Officer, Great Canadian. “We’re very excited about our new corporate strategy and the investments we have in progress, and those to come.”

Toronto’s Casino Woodbine is currently undergoing redevelopment and expansion to become Great Canadian’s largest capital project in its history. Once completed in 2023, the facility will feature a new 400-room hotel, an entertainment venue with seating for 5,000 guests, an expanded gaming floor, and an array of food and beverage options.

Meanwhile, Pickering Casino Resort in Ontario will open its own 275-room hotel, an entertainment venue with seating for 2,500 guests, and additional food and beverage amenities later this year.

“We’re extremely proud of our new offerings and what is about to come. Our new brand and new rewards program reflect our clear vision for the company’s future. We want to give our guests a sought-after destination and entertainment experience that ups the ante for the gaming industry in Canada,” concluded Rodio.

Founded in 1982 as Great Canadian Gaming Corporation, Great Canadian Entertainment operates 25 gaming, entertainment, and hospitality destinations in Ontario, British Columbia, New Brunswick, and Nova Scotia.