Posted by admin | Casino Affiliates | Thursday 8 November 2012 10:35 pm, the Canadian arm of the giant operation, is changing its name to The change is part of a strategic initiative aimed better serving the company’s non-American, English speaking customers. The new name and branding are set to go live sometime on Friday, November 9.

In a press released posted on the company’s website, Global Sportsbook Marketing Director John Faley described the motivation behind the move:

We believe that we are changing the game, which also means us changing our name! Even though it has been a great honor to share the name with the pioneer brand of online betting, the fact is this re-branding will allow us to push new boundaries, tailor our product offering, services and identity even further, ultimately benefiting our current and future customers.

As of this writing, there are no plans for changes at their US-friendly site. Faley did, however, make it very clear that would offer the same types of controversial, and out-side-the-box, betting opportunities the is known for.

What do you think of’s change to Share your thoughts in the comments section below.

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