The cult of the god Gad in ancient Israel is at first glance obscure. As a god identified with good fortune (the word gad means “fortune, happiness”), the divine name is attested sporadically in the Bible as well as in personal names and inscriptions from the larger Syro-Palestinian region. The laconic quality of personal names provides few hints about his character and identity, while the single literary text in which the divine name occurs is highly polemical and of limited use (Isa 65:11). Further complicating matters is that not only was there a god in the southern Levant known as Gad, but the noun gad was also commonly used in personal names in its appellative sense to identify a particular god as a source of good fortune. During the first millennium it seems a variety of gods could be described as a source of gad, as reflected in the personal names gdmlqrt (“Melqart is fortune”), gdʿštrt (“Astarte is fortune”), gdnbw (“Nabu is fortune”), gdyhw (“Yahu is my fortune”), gdyʾl (“El is my fortune”), mlkmgd (“Milkom is fortune”), ṣlmgd (“Ṣlm is fortune”). Eventually the name gad was generalized and came to be used as a title for patron deities of cities, tribes, and localities in the Graeco-Roman Near East (Höfner 1965: 438-39; Lipiński 1995: 62-64; Kaizer 1997; Ribichini 1999: 340).