Harrah's close to changing name

Would become Caesars Entertainment Corporation
April 10, 2008 5:17:37 AM PDT
Gambling giant Harrah's Entertainment says its board of directors has approved a plan to change its name to Caesars Entertainment Corporation. Harrah's chairman Gary Loveman says the name change will give the company greater prestige and more international name recognition.

Harrah's acquired the Caesars brand through a merger in 2005, making it the world's largest casino company by revenue.

It currently operates 50 casinos worldwide, including Caesars Palace, Flamingo and Bally's in Las Vegas, and Harrah's, Caesars Atlantic City and Bally's in Atlantic City, N.J.

Loveman says the Harrah's name will continue to be one of the company's three primary brands, along with Caesars and Horseshoe.