You knew it as the Revel first, and then TEN. But now, you’ll have to learn a new name for the towering casino at the north end of Atlantic City’s Boardwalk.

The latest name change, however, is less dramatic - more of just a reordering.

The sleek glass building known as Ocean Resort Casino for the past year will now go by Ocean Casino Resort and has a new logo.

The syntax swap comes as the massive and perpetually-struggling resort wants customers to know it’s doubling down on its gambling focus.

“Time to roll out a tide of changes,” the casino said on Twitter Wednesday morning. “After rolling out a new marketing campaign, Ocean is making several improvements beginning with a shift in focus. We are a casino first.”

Time to unveil a tide of changes! 🌊 After rolling out a new marketing campaign, Ocean is making several improvements beginning with a shift in focus. We are a casino first. To reflect this, we are kicking it off with a new name—Ocean Resort Casino is now Ocean Casino Resort! pic.twitter.com/awPB6uM6tM — Ocean Casino • Resort (@TheOceanAC) April 10, 2019

The casino’s new logo also reflects its “approachability,” “elegance” and “constant movement to the future,” another tweet said.

So Ocean Casino Resort will put the emphasis on affordability, backpedaling on the initial Revel model of catering to high rollers — the kind who didn’t flock to Atlantic City in large enough numbers to keep it alive.

“The prior two owners advertised this property as a resort,” Eric Matejevich, the newly named divestiture trustee of the property, said in February. “We view ourselves as a great casino property with beautiful resort amenities.”

After opening last June alongside the Hard Rock Hotel & Casino, the Ocean had already started hemorrhaging cash by September, falling below minimum liquidity levels established by the state.

But the casino has already begun to turnaround by late February, following New York hedge fund Luxor Capitol taking over ownership of the casino from Bruce Deifik just a month prior. Deifik died in a car crash Sunday in Denver.

The $2.4 billion casino opened in 2012, but never turned a profit during its first two years of operation, when it claimed bankruptcy twice.

A Florida developer bought the property, but let it languish, unopened, until he sold it for $200 million to Deifik in 2018.

Amanda Hoover can be reached at ahoover@njadvancemedia.com. Follow her on Twitter @amandahoovernj. Find NJ.com on Facebook.

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