|Las Vegas-based casino giant Harrah’s Entertainment Incorporated has announced that it will be changing its name to Caesars Entertainment Corporation, pending regulatory approvals.|
The firm’s board of directors stated that the change is designed to capitalise on the high international name recognition enjoyed by the Caesars brand and appeal to customers attracted by its suggestion of luxury, opulence and world-renowned entertainment.
'Adoption of the name Caesars Entertainment Corporation will provide our company with greater prestige and help attract strategic business partners as we pursue expansion opportunities in new jurisdictions,' said Gary Loveman, Chairman, President and Chief Executive Officer for Harrah's.
'The change also reflects our evolution into a full-service entertainment company that offers a rich range of gaming and non-gaming amenities to our guests.'
Harrah's acquired the Caesars brand through a merger in 2005 to make it the world's largest casino company in terms of revenues. The company stated that the Harrah's name would continue to be one of its three primary casino brands alongside with Caesars and Horseshoe and that the change would not alter its culture.
'Our employees will remain dedicated to the innovation, customer-service excellence and corporate citizenship that have been hallmarks of our company for decades,' said Loveman.
'But this re-branding of the corporate name can open exciting new opportunities for us in the future.'
Harrah’s currently operates 50 casinos around the world including Caesars Palace, Flamingo and Bally's in Las Vegas alongside Harrah's, Caesars Atlantic City and Bally's in Atlantic City, New Jersey.