Rock Gaming is rebranding itself and its gambling venues as Jack Entertainment.

The Detroit company announced the change Tuesday as it takes over management of its three Ohio properties from Caesars Entertainment Corp.

The Horseshoe casinos in Cleveland and Cincinnati, Thistledown Racino in North Randall and Greektown casino in Detroit will be rebranded as “Jack” properties.

The racino will be the first to undergo the change next month and will be called Jack Thistledown Racino.

“Jack is an attitude,” said Darlene Monzo, chief marketing officer for Jack Entertainment. “It’s a way of thinking. It’s our company’s progressive spirit. Jack is the inner voice that gives you the courage and permission to have fun every time you visit Jack.”

The name is designed to be edgy, as a video about the brand proudly says: “Nobody ever tells the story about the night you went home early.”

The company said it would spend about $40 million in the rebranding.

It also unveiled a new loyalty program called the ClubJack, promising that players will be able to earn rewards faster.

Alan Silver, an assistant professor at Ohio University and former casino executive who watches the industry, wasn’t impressed with the new name. He preferred the Horseshoe brand, which goes back to the early days of gambling in Nevada and Benny Binion, a larger-than life-figure who was famous for, among other things, accepting million dollar bets.

“A casino brand has to suggest an all-encompassing package of amenities: gaming, restaurants, entertainment, facilities, etc., and in my opinion, the name ‘Jack’ simply does not have the sort of cachet that the Horseshoe brand once stood for,” he said. “Frankly, ‘Jack’ sounds more like a truck-stop casino or diner. I guess the real test will be how it’s received by customers down the line.”

Rick Armon can be reached at 330-996-3569 or rarmon@thebeaconjournal.com. Follow him on Twitter at @armonrickABJ.