American land-based casino giant has formed Harrah's Interactive Entertainment subsidiary in order to explore a ‘European interactive strategy’.
Wednesday 27th May 2009
The world’s largest land-based gaming company, Harrah’s Entertainment Incorporated, has established a new online subsidiary under the leadership of Mitch Garber, the former Chief Executive Officer for leading virtual gaming operator PartyGaming.
The Las Vegas-based giant revealed that Harrah's Interactive Entertainment Incorporated would ‘manage the global growth of the World Series Of Poker’ while also exploring a ‘European interactive strategy’.
'As the world's largest gaming company, Harrah's is taking a proactive approach toward international and interactive expansion,' said Gary Loveman, Chairman, President and Chief Executive Officer for Harrah’s Entertainment.
'It is important we position ourselves to explore new markets as well as new technologies with our best-in-class brands.'
Loveman revealed that the new subsidiary would explore the use of interactive gaming technologies to expand the reach of its brands globally, beginning in Europe, in addition to growing the World Series Of Poker. Harrah's Interactive Entertainment will utilise the Total Rewards customer loyalty programme to strengthen and grow the firm’s customer base.
Garber will serve as Chief Executive Officer for the new subsidiary while Jeffrey Pollack, Commissioner for the World Series Of Poker, has been appointed as its President. A lawyer, Garber also served as Executive Vice-President for Optimal Group, FireOne's Nasdaq-listed majority shareholder, before moving to PartyGaming and has experience with the industry going back to the 1990s when he developed the first gaming law practice in Canada for the Montreal-based firm Lazarus Charbonneau.
