An old-school Atlantic City casino has a new name today.

The gambling hall that was known as The Atlantic City Hilton is now called The Atlantic Club.

The new name is part of a rebranding process and a new business strategy for the struggling casino. It’s adopting a discount philosophy aimed at enabling gamblers to play for longer periods of time.

The Atlantic Club is selling some hotel rooms for as low as $19 a night, and offers gambling chips for as little as 25 cents.

It’s a contrarian strategy to stake out turf at the opposite end of the market, where luxury casinos — like the Borgata and the soon-to-open Revel — dominate the high end.

(Copyright 2012 by The Associated Press. All Rights Reserved.)