Harrah's Benefits from First Poker Series

The record-shattering 2004 World Series of Poker, which drew 34,000 players at satellite, Internet and championship events, proved pivotal in defining the event's emerging image and attracting new customers to its new owners, Harrah's Entertainment. However, even as the dust settles and planning starts for the 2005 tournament, one analyst doubted the series will have much financial effect on the company. Harrah's executives and analysts said the popularity of the 2004 series served the company well in attracting added customers and it has the potential for doing even more next year. The success of Harrah's marketing strategy was reflected in that paid entries in the World Series championship event tripled to 2,576 this year, up from 839 a year ago. Ginny Shanks, who heads acquisition marketing for Harrah's, said the company's satellite games at 16 regional casinos were so successful this year, it is kicking off the first satellite tournament for 2005 in July in Atlantic City. Read more..