Playboy founder Hugh Hefner made a major announcement at the release of the documentary film "Hugh Hefner: Playboy, Activist and Rebel." The 84-year old announced that Playboy Enterprises will expand its media corporation to include three new casinos in Macau, China, and England.

"We will be announcing casinos in Macau, China, and London. As far as media goes, I think we'll be involved in more mainstream ventures." said Hefner. "We're moving away from the adult programming because it's not the future. I think it gets in the way of who we are, and who we want to be."

This will be the second time that Playboy has attempted to venture into the world of gambling. In May 2007, Playboy opened the Playboy Online Casino and though the site closed less than two years later Playboy is confident that the strength of the industry in Macau and England especially will result in success for this new foray into the land-based casinos market.

It is Hefner's hope that one day such side ventures as the casinos will become more famous and successful then the magazine itself.

"Frankly, early on, as a single title company, the strength of the brand led us into other directions. The first Playboy products - cuff links, T-shirts, and things of that kind - began in the late '50s and the first Playboy club opened in 1960.

The Playboy clubs were so hugely popular that the company's ability as a ‘branding' vehicle became obvious.
"In the early years the magazine carried the brand while I think that, in the future, the brand will increasingly help to carry the magazine."

No news yet on when and exactly where the casinos will open.

Stay tuned for more news and updates as more information becomes available.