Inside Gaming: Hard Rock Finalizes Taj Purchase, Plans 2018 Opening

This week’s Inside Gaming shares the latest regarding the Hard Rock coming to Atlantic City, provides an update on Florida lawmakers’ tangling over gambling expansion, and tells of a big rebranding being undertaken by a major Asia player.

Hard Rock Hotel and Casino Atlantic City Targets Summer 2018 Opening

In early March came news that Hard Rock International about this week’s announcement about the competing bills and visions for Florida gaming at news-press.com.

Melco Crown Entertainment Ltd. Announces Rebranding

On Wednesday Melco Crown Entertainment Ltd., the Asia-based company that operates casinos in Macau and the Philippines, announced plans to rebrand as Melco Resorts and Entertainment Ltd.. Also announced was an intention to remove the Hard Rock brand from the City of Dreams casino resort in Macau, GGRAsia reports.

Starting in July, the Hard Rock Hotel at the City of Dreams will be renamed The Countdown, a name it will continue to use through March 2018 after which it will get a new branding, said Melco Resorts.

“The hotel will feature a countdown clock timed to the unveiling of the new phase of development of City of Dreams,” explained the press release regarding the Hard Rock rebranding. Also planned for in April 2018 is the opening of a fifth hotel tower, to be called Morpheus.

Along with the company’s name change will come a change to its NASDAQ stock ticker name from “MPEL” to “MLCO,” starting “on or about April 6.”

The move to omit “Crown” from the company’s name is connected to the Australia-based Crown Resorts‘ decision to sell off nearly half of its stake in Melco last December.

The City of Dreams is currently hosting the PokerStars Championship Macau series, and the live reporting team from PokerNews is on hand delivering news regarding all of the action. Both the HK$42,400 Main Event and HK$103,000 High Roller are playing out currently, with final tables coming this Sunday.

For more on what Melco describes as its “rebranding journey” and broader near-future plans for the company, visit GGRAsia.

Photo: “Hard Rock Cafe and Trump Taj Mahal” (adapted), elPadawan, CC BY-SA 2.0.

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