The vice-president of US casino operator, Harrah’s Entertainment, Richard Mirman, has announced the launch of a new subscription-based gaming venture in the UK and confirmed that Harrah’s is to develop and operate eight gaming sites under a joint deal with UK gambling group, Gala.

The UK subscriptions-based gaming venture will be called LuckyMe and has a light-hearted design, offering eight new games per hour from traditional bingo-type games to variations on popular ‘play for fun’ internet games. There will be online advertising campaigns on sites such as MSN and Yahoo alongside a series of other promotions.

Meanwhile, Mirman has also revealed further details about the eight proposed sites for development in Harrah’s and Gala’s joint gaming venture, pending the proposed changes to the UK’s gambling laws.

According to Mirman, both Gala and Harrah’s are currently working at developing the concept of ‘regional casinos’, whereby medium-sized sites of around 30-50,000sq ft can be converted into gaming spaces, complete with three to five restaurants.

He also predicts that, providing the UK gambling laws are reformed, the potential for bingo parlours to be transformed into new, regional gaming sites in the UK could be ‘very big’.

He was also keen to stress the importance of entering the UK market in association with an established UK operator. Mirman said: “We believe that the UK population would enjoy traditional Las Vegas-style gaming.”

“However, although Harrah’s is the most recognised brand in the United States, it doesn’t yet have that similar appeal in the UK.

“Quite frankly, I think it’s arrogant for American companies to operate their businesses in a foreign land without realising there’s a difference in culture.”

“Harrah’s realises there is a difference, so we thought we should partner up with an existing operator. We now believe we know exactly how to deliver a good quality gaming experience to the UK customer.”