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 The CEO of Harrah's Entertainment Inc, Gary Loveman, has been showing an interest of bringing the company's famous Caesar's Palace brand to the world's largest and most successful casino industry.
The region is looking to grow and Harrah's presence in the strong Macau market would be a very good move. There has been talk going on at the Harrah's owned golf course located in Macau and Loveman has stated that more exploration to bring the Harrah's brand to the Chinese gambling location would be in the future.
The reason Loveman cannot simply begin work on the project is because entering the casino market would call for working with an existing licensee since the government currently only permits the six established operators in Macau.
"There's nothing immediately active that could lead us there," says Loveman. "We've made it very clear we would like to see the Caesar's Palace brand in Macau. We certainly recognize there are six licensees, and somehow or other it has to fit through that lens."
Macau is not the only location where Harrah's Entertainment is seeking to expand their brand. Other parts of Asia, Massachusetts and recently casino legal parts of Ohio are also in the beginning stages of projects. Harrah's has been struggling to keep up with its other casino giants within the industry. Las Vegas Sands Corporation, MGM Mirage and Wynn Resorts Ltd. have already established a presence in Macau and it only seems fair that Harrah's gets in on the lucrative market their as well.
"We need to try to bring out footprint into markets that are appealing to us," said Loveman. "We are not a one or two city company, we are a system of brands distributed to as many people as possible, so we need to continue to expand."
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