GVC Holdings has relaunched its PartyCasino brand in a bid to re-establish the site as the world's largest online casino.

The revamped brand and product offering is the result of efforts by a new management team appointed by GVC to overhaul the brand following its acquisition of bwin.party last year. 

The new team led by group head of casino brands Jon Salmon has worked on establishing PartyCasino as a stand-alone brand, aiming to offer a simple and transparent experience with "an emphasis on pure player fun".

"With this relaunch our mission has been to revitalise the great PartyCasino brand," Salmon explained. "Everything from the look and feel, to the player experience has been improved with a focus on creating something unique in the industry - a lifestyle casino brand that our players can live and breathe."

The PartyCasino product offering has been enhanced by multiple content supply deals, more transparent promotional offers and shorter account withdrawal times, backed up by a renewed focus on customer service.

Shares in GVC Holdings plc (Co.Data) (LSE:GVC) were trading down 1.39 per cent at 780.50 pence per share in London early Monday.

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