World Series of Poker brand licensed to WMS

Tuesday, April 26, 2005 | 11:08 a.m.

Harrah's Entertainment Inc. licensed the World Series of Poker brand to gambling equipment maker WMS Industries Inc. for use in video poker and slot machines.

The machines will be introduced at Harrah's casinos starting in the third quarter, the companies said in a statement. The games will be available later at other casinos, the companies said.

Harrah's, which is buying Caesars Entertainment Inc. to become the largest U.S. casino company, said it wants to capitalize on the growing popularity of the six-week World Series of Poker tournament. More than 2,500 players paid $10,000 to participate in the tournament last year, and more are expected this year, the companies said.

WMS Industries, based in Waukegan, Ill., makes the Bluebird line of gaming devices as well as video and reel- spinning gambling machines. Sales in the company's fiscal second quarter ended Dec. 31 rose 83 percent to $94 million.

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