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New Name For Atlantic City Casino: Now It’s The Atlantic Club

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

Flickr user Blue Diamond Photography

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.)

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