 In the US three publishers turned the book down before Macmillan Publishing Co offered Fleming a deal . Casino Royale was published on 23 March 1954 in the US , but sales were poor , totalling only 4 @,@ 000 copies across the entire US during the course of the year . When the novel was released as a US paperback in 1955 , it was re @-@ titled by publisher American Popular Library ; Fleming 's suggestions for a new title , The Double @-@ O Agent and The Deadly Gamble , were disregarded in favour of You Asked for It , but this marketing ploy failed to raise the interest . The Popular Library version also changed Bond 's name , calling him " Jimmy Bond " . 
