Harrah's Entertainment to Introduce The Price Is Right Video Slots In Louisiana

9 July 2001

Following the highly successful introduction of the nine-line nickel denomination video slots in six Nevada casinos, the Company is installing a total of 48 The Price Is Right video slots at Harrah's New Orleans, Harrah's Shreveport and Harrah's Lake Charles.

``We have The Price Is Right games installed in all of our Nevada properties and they are having phenomenal success,' said Bruce Rowe, Harrah's Entertainment's Vice President of Slot Operations Research and Development. ``Customers tell us how much the game feels like the show because of the Cliff Hanger bonus game, Big Bonus Wheel round and the Showcase Showdown.'

Harrah's distribution agreement with IGT grants the Company the exclusive right to introduce The Price Is Right and its subsequent versions into each of the 17 markets where Harrah's operates a casino. Pending regulatory approvals, more of the video slots will be unveiled nationwide in September.

``It is a distinct advantage to be able to bring a new product to our customers and the market first, especially when it is linked to the most popular and longest-running daytime game show,' said Rowe. ``There will be many other versions of The Price Is Right slots coming, so stay tuned.'

To highlight the introduction of The Price Is Right video slots to Louisiana, Harrah's and IGT are sponsoring an appearance by television personality and game-show announcer Rod Roddy at 7 p.m. (Central Daylight Time) July 14 at Harrah's New Orleans. Harrah's Entertainment and Yahoo! are partnering to broadcast Roddy's promotional Showcase Showdown with two lucky Harrah's New Orleans customers live on the Internet. The public will be able to view the web cast at http://webevents.broadcast.com/harrahs/webcast071401, or by accessing the company homepage, http://www.harrahs.com.

The Price Is Right video slots feature Roddy's voice and theme music from the popular game show. Roddy has made several appearances at Harrah's casinos and is expected to appear at the Company's properties in Missouri, Illinois and New Jersey as the game is introduced in those states.

``America knows and associates Rod Roddy's voice with an upbeat, heart-pounding game show, so his presence on the casino floor really brings our slot players' excitement to new levels,' said David Norton, Vice President of Loyalty Marketing. ``It's a coup for us to have Rod in person in our casinos interacting one-on-one with players as we roll out the game nationwide, which is a dynamic combination because the game itself is very realistic. We're giving our players an experience our competitors can't.'

Norton said Harrah's web site, www.harrahs.com, has been instrumental in reaching the Company's core audience as well as in attracting new customers.

``We want to continually build customer interest in our web site's content. To do this, we look for unique opportunities as well as the latest technology to entertain and inform Internet users,' Norton said. ``By teaming up with Yahoo! for our upcoming New Orleans web cast, we can let our loyal customers see a preview of what's coming their way. And this provides Harrah's with additional exposure to Yahoo!'s millions of customers.'

Harrah's is also running an exclusive contest on its web site, with a grand prize trip for two to Las Vegas to play The Price Is Right video slots and a trip to Los Angeles to be a VIP guest of Pearson Television at a taping of The Price is Right television game show. The first-prize winner will receive a trip for two to Harrah's East Chicago where they will meet Rod Roddy.

Harrah's, the leading consumer-marketing company in the gaming industry, and IGT, the leading software systems and gaming products manufacturer, joined forces to develop the family of The Price Is Right(TM) video slot machines following IGT's acquisition of Silicon Gaming earlier this year. Additional versions of The Price Is Right games are scheduled to be introduced at Harrah's properties later this year and early next year.

The Price Is Right is a trademark of Pearson Television Operations BV and is licensed by Pearson Television Worldwide Licensing.

Founded more than 60 years ago, Harrah's Entertainment Inc. is the most recognized and respected name in the casino-entertainment industry, operating 21 casinos in the United States under the Harrah's, Showboat, Rio and Players brand names. With a combined database of more than 23 million players, Harrah's Entertainment is focused on building loyalty and value with its target customers through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence and technology leadership.