“In one aspect, it’s superficial, but this will allow the company to go after a different market since it will be perceived as being more high-end,” LaTour said. LaTour said name changes take time to resonate with the public. is also considering a name change to reflect its presence internationally. The name change follows a switch earlier this year by MGM Resorts International, which dropped the name MGM Mirage in order to reflect its international hotel and casino holdings. Caesars is a name that is much more globally respected.” “The company has done a great job regionally with the Harrah’s brand. “I heard the company conducted some brand research and found that the Caesars name was much stronger internationally,” LaTour said. Kathryn LaTour, an associate professor of hospitality marketing at the University of Nevada, Las Vegas, said the name “Caesars” has far more high-end connotations than Harrah’s, which made its mark attracting midlevel gamblers. The company announced plans to change its name to Caesars in April 2008, but never followed through. in June 2005 in a $9 billion buyout, which at the time was the gaming industry’s largest acquisition. Harrah’s acquired Caesars Entertainment Inc. “The change reflects our evolution as the industry’s leading provider of branded casino entertainment.”

“This rebranding of the corporate name can open exciting new opportunities for us in the future,” Loveman said. The company also placed the name Caesars on a golf course it acquired in Macau in 2007 for $577.7 million. In addition to Caesars Palace on the Strip, the company operates Caesars-branded casinos in Atlantic City and Windsor, Ontario. The company also operates the World Series of Poker and the Total Rewards player loyalty program.Ĭompany Chairman and Chief Executive Officer Gary Loveman said the name change reflects the company’s luxury brand. The name Harrah’s will remain as one of the company’s primary casino brands, along with Caesars and Horseshoe. GameSense is a registered trademark of British Columbia Lottery Corporation, used under license by MGM Resorts International.Harrah’s Entertainment on Tuesday officially changed its name to Caesars Entertainment Corp., a move the company first considered more than two years ago. Company Information Company Information.

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