E Gaming Review: Harrah’s Launches Euro Egaming; Admits Mitch Garber Hire

US gaming giant Harrah’s has established a new subsidiary to explore online gambling in Europe.

The venture, called Harrah’s Interactive Entertainment (HIE), will “explore a European interactive strategy” the company said, as well as manage growth of the World Series of Poker (WSOP), which Harrah’s owns.

President and chief executive Gary Loveman said: “Harrah’s is taking a proactive approach toward international and interactive expansion. It’s important we position ourselves to explore a new market as well as new technologies with out best in class brands.”

Despite earlier denials, Harrah’s has confirmed that former Party chief executive Mitch Garber has joined the company to head HIE as chief executive. WSOP commissioner Jeffrey Pollack remains in that role and will become president of HIE.

The World Series of Poker, in its 40th year, had participants from 124 nations compete in last year’s tournament, and expanded into Europe in 2007n and the creation of the annual WSOP Europe event in London. As reported on on Friday, poker room PKR signed a deal with Bluff media last week to be the sole live broadcaster of 24 bracelet events from this year’s WSOP.

Nevada-based Harrah’s operates primarily under the Harrah’s, Caesars and Horseshoe brand names, and also owns the London Clubs International family of casinos.