U.S. Patent #5,809,482 covers the system used for tracking individual play at casino table games. In 1997, Harrah's received U.S. Patent #5,613,912 for its "Bet Tracking System for Gaming Tables," which also covers bet tracking at gaming tables. Both patents have been exclusively licensed in the United States to Mikohn Gaming Corporation of Las Vegas, Nevada, which will develop and market a table game bet tracking system based on the patented technology.

The latest patent covers the tracking technology that uses a code reader on the table and on a Total Gold card for player identification. This patented system, developed by Harrah's and Precision Resources Company, LLC, collects "real time" data on a customer's play, such as betting rate and average bet, and updates the player's betting record. This allows a table games player to enjoy the game while technology records the player's betting transactions. This accurate and up-to-date information is then stored on a casino database and is used for recognition of target customers and rewards such as casino complimentaries, discounts on meals, special hotel rates and reservations, and invitations to special events.

Total Gold is Harrah's highly successful cross-market customer recognition and rewards program based on tracked customer activity throughout all Harrah's brand casinos. Harrah's 1997 Total Gold related patent covers the technology by which the casinos' local property management systems communicate and share data with a centralized network, and methodology for recognizing and rewarding customers for their loyal play at Harrah's.

The benefits of the program are not limited to one particular property and are transportable to other Harrah's casinos.

"Casinos need innovative systems and methods to produce the most important player loyalty program in the casino industry," says John Boushy, Harrah's Entertainment senior vice president of information technology and marketing services. "This new patent shows Harrah's continuing leadership and ground- breaking in the field of recognizing the true value of customers and then using information to enhance our relationship marketing efforts."

This is the third patent Harrah's has received for its year-old, revolutionary system. These patents keep Harrah's one step ahead in the area of recognition and rewards, two key considerations for building loyalty among casino customers.

Since the launch of Total Gold in September 1997, Harrah's has seen increases in tracked play and cross-market visitation. Harrah's now has nearly 15 million known customer names stored in centralized databases.

"Our greatest competitive strength is in forming relationships with our customers," explains Harrah's chairman, president and C.E.O., Phil Satre. "The Total Gold player reward and recognition program and our industry leading customer databases give Harrah's important tools for enhancing relationships with our target customers and making them loyal to Harrah's where ever they chose to play."

Harrah's Entertainment is the most recognized and respected name in the casino entertainment industry. Founded more than 60 years ago, Harrah's is focused on building loyalty and brand value with its targeted customers through a unique combination of excellent products and services, unsurpassed distribution, operational excellence and technology leadership.