DETROIT — Greektown Casino will be changing its name to “Jack” by late 2016.

 Following Dan Gilbert’s acquirement of the casino, the $40 million rebranding project aims to unite the business mogul’s three other casinos under one theme.

 The official name, Jack Detroit Casino Hotel Greektown, suggested by one of Gilbert’s employees, is meant to convey a progressive and rebellious attitude.

 The casino’s promotional video describes Jack as “that friend that got you to do things you knew you probably shouldn’t do.”

 Matt Cullen, CEO of Jack Entertainment, the company that owns all casinos, told The Detroit News their intentions are not to distance themselves from the Greektown heritage, but just to blanket tall casino’s under one banner.

 Critics of the name change, many on social media, say they will continue calling the establishment by its original name.

 “Apparently, they don’t know Jack about naming a casino,” commented Jeff Peck on Facebook.  “And you certainly won’t win Jack playing there. I just hope they don’t Jack up the prices in the restaurants. And be careful not to get car Jacked in the parking lot.”

 The Greektown name has been embellished on the building since its opening in 2000. Gilbert aquired the casino in 2013, eventually gaining full ownership.

The company describes the new name, starting with  as “an attitude and a way of thinking; it is our company’s progressive spirit, pursuit of excellence and desire to deliver our guests with an unexpected, extraordinary experience every time they visit.”