Casino, Hospitality Giant Caesars Files for Trademark in Macau

Two subsidiaries of US gaming and hospitality giant Caesars Entertainment Corp. have applied for trademark protection in Macau, news outlet Macau Business reports citing a dispatch in the city’s Official Gazette from earlier today.

The applications include different services such as casino gambling, hospitality, dining, and entertainment. Caesars does not operate integrated resort properties in Macau at present.

Flamingo Las Vegas Operating Company, LLC and Corner Investment, LLC are the two companies understood to have applied for trademark protection. The former has filed for four trademarks in the city for the ‘Flamingo’ brand. Services covered by its application include the provision of casino gambling, the operation of hotels and food and beverage facilities as well as of entertainment venues.

As for Corner Investment, which is an indirectly owned subsidiary of Caesars, it is understood that it has, too, applied for four trademarks for ‘The Cromwell’ brand for the provision of the same services as those listed above.

Caesars has been approached by local media for a comment, but has not provided any additional information about its potential Macau plans.

Macau is the only Chinese territory where casino gambling is legal. Up until the early 2000s, the city’s casinos were operated by Sociedade de Turismo e Diversões de Macau, which held the monopoly rights over the provision of gambling. The local government ended the monopoly system in 2002 and authorized the issuance of three concessions and three subconcessions to interested operators. SJM Holdings , Wynn Resorts, Las Vegas Sands, Galaxy Entertainment Group, MGM Resorts International, and Melco International Development, through local subsidiaries, were the six companies that were allowed to operate casinos in Macau.

Their gaming licenses are set to expire between 2020 and 2022. The government of the city is yet to announce whether it will renew these or will give new companies the opportunity to enter the local casino market. With that said, Caesars might be looking to seize any such opportunity in a bid to extend its footprint.

Global and Domestic Expansion

Caesars emerged from a complex and lengthy Chapter 11 bankruptcy last October. The company has since been working hard to expand its footprint both across its domestic market and internationally. In addition, it has pointed out that it would look to extend its non-gaming portfolio.

Caesars is one of the major gaming and hospitality companies to have expressed interest into Japan’s newly regulated casino market. It has revealed that it would be among the bidders for one of the three gaming licenses to be issued by the Japanese government and that it has big plans for that particular market.

It has also recently emerged that the Las Vegas-based giant has expressed interest in participating in an €8-billion scheme that aims to redevelop the former Ellinikon International Airport near Athens, Greece into a massive integrated resort with a casino.

As for its non-gaming expansion plans, Caesars recently broke ground on the $375-million Caesars Forum conference and event facility in Las Vegas. The property is set to open doors in 2020 and to feature 650,000 square feet of conference, meeting, and event space.

The Las Vegas-based company also announced that it would open non-gaming properties in Dubai and Mexico over the next few years.

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