Harrah’s Entertainment is really counting on the U.S. legalizing and regulating online gambling. In fact, they have a lot of money riding on that. A while back, the Las Vegas casino made headlines by partnering with 888.com to open their own online casino. Now they are upping the ante by putting advertising behind that investment.

Harrah’s Entertainment has had their online casino, which uses their “Caesars” name, for a while, but it does not currently accept American customers. They have been advertising online and in foreign markets while the casino has been open. Recently, though, the casino has started advertising in the United States.

A recent edition of USA Today, the popular nationwide newspaper, featured advertising for Harrah’s online casino. They are also advertising on television in the United States, most notably on ESPN during the World Series of Poker.

What does this all mean? Well, Harrah’s seems to be pretty confident that Congress will pass gambling legislation that repeals UIGEA this year, though the more time passes the more unlikely that seems. It’s a gamble. If the legislation currently in the House doesn’t pass and we have to wait until next year or later to get something done, then Harrah’s will have wasted a lot of money advertising to people who can’t buy their product. If, however, online gambling is legalized in the U.S. soon, Harrah’s would be in a unique situation to cash in. Harrah’s would already have a recognized brand and have a leg up on the competition.

Only time will tell whether the gamble pays off for Harrah’s. Here’s hoping it does.

Tags: ESPN, Harrah's Entertainment, Harrah's online casino, Internet Gambling Regulation Consumer Protection and Enforcement Act, Online Casino, online gambling, online poker, U.S. online gambling, UIGEA, Unlawful Internet Gambling Enforcement Act, USA Today, World Series of Poker