Caesars Entertainment, the US-based casino giant recovering from bankruptcy woes, has started steps to start its casino operation in Macao, the Chinese gambling haven. The company has registered its Flamingo and Cromwell properties for trademark protection in the region. The company is now targeting international markets. In 2002, when Macau issued its first gaming licenses, Caesars were not interested because of the Chinese connection. But now the company seems to have to change the course of action.
The gaming and hotel operator is branding and managing two luxury hotels in Dubai (its first nongaming resorts); developing a nongaming resort in Mexico; launching a worldwide branding and licensing campaign for the Flamingo, The Cromwell, and LINQ brands; and breaking ground on its first Asian casino in Incheon, South Korea.
Caesars wants one of the three gaming licenses Japan will soon issue, saying it will “invest whatever it takes” should it win one.
Caesars’ trademark applications in Macau cover casino services, casino management, and gaming services, as well as hotels, restaurants, entertainment facilities, and nightclubs. Although there are only six gaming concessions in Macau, MGM Resorts and SJM Holdings are coming up for license renewal in 2020, followed two years later by Wynn Resorts , Las Vegas Sands, Galaxy Entertainment, and Melco Resorts & Entertainment. The process for reviewing and reissuing the concessions is unknown.
Source: Latest News on European Gaming Media Network
