As written above, you can change it straight-up in a HEX editor. Only it has to maintain the same length. In other words, you'll need to insert blank spaces where extra letters were previously, and you cannot exceed what is there currently without some larger hacking efforts.
You'll also need to re-calculate the checksum to burn and run the new EPROM properly, or turn off the checksum procedure all together.
System 11 pinball hacking tutorial.pdf