'Loose Slot Louie' Takes the Helm at Bally's 'Belle of New Orleans'; Orange-Clad Louie Loosens Nearly Every Slot by Almost 30 Percent.

Entertainment Editors/Business Editors

NEW ORLEANS--(BUSINESS WIRE)--Feb. 13, 2004

Bally's New Orleans is doing what no other casino in New Orleans has done before - loosening nearly every slot in the casino by almost 30 percent.

As part of a new marketing campaign featuring the incomparable "Loose Slot Louie," Bally's management is loosening more than 1,000 slots in the company's Louisiana riverboat casino. Only progressives, participation slots and video poker machines - already set for the lowest hold available - have escaped the frenetic Louie's slot-loosening onslaught. The new loose slot policy takes effect on February 20.

"We did some extensive research and found out that what people really want is to play longer on their favorite machines," said Steve Rosen, senior vice president of marketing for Caesars Entertainment, Inc., Bally's corporate parent.

"Our customers want their dollars to go further, and we're enabling them to do just that by loosening our slot machines across the board by nearly 30 percent. Giving everyone more time to play and a better chance to win is what this is all about," Rosen added.

Delivering Bally's new message will be "Loose Slot Louie," a unique spokesman for the benefits of high slot payback, who is destined to become the buzz of New Orleans with his bright orange suit and energetic personality. Louie will be featured in a major new marketing campaign that will include television spots, billboards and in-house advertising throughout the casino. The television ads will begin airing today.

"Winning is fun. Loose Slot Louie is fun. We want to make sure that guests from the Westbank to Kenner to Uptown, including the Northshore, know that for winning fun and excitement, Bally's New Orleans is the place to be," said Bally's General Manager Roscoe Greene.

Many of the loosened slots at Bally's New Orleans feature "ticket-in, ticket-out" technology that enables guests to move from slot to slot without carrying coins by providing them with a bar-coded ticket to track their winnings. The tickets are redeemable for cash at the casino cashier. "Ticket-in, ticket-out" allows faster payouts for players and reduces down-time for coin fills after hitting the big jackpot.

Bally's New Orleans is part of the Caesars Entertainment family of casino resorts. Caesars Entertainment, Inc. (NYSE: CZR) is one of the world's leading gaming companies. With $4.5 billion in annual net revenue, 29 properties on four continents, 29,000 hotel rooms, two million square feet of casino space and 54,000 employees, the Caesars portfolio is among the strongest in the industry. Caesars casino resorts operate under the Caesars, Bally's, Flamingo, Grand Casinos, Hilton and Paris brand names. The company has its corporate headquarters in Las Vegas.

Additional information on Bally's New Orleans can be accessed through the company's web site at www.caesars.com/bally/neworleans

NOTE: This press release contains "forward-looking statements" within the meaning of the federal securities law, which are intended to qualify for the safe harbor from liability provided thereunder. All statements which are not historical statements of fact are "forward-looking statements" for purposes of these provisions and are subject to numerous risks and uncertainties that could cause actual results to differ materially from those expressed or implied in the forward-looking statements. Forward-looking statements include statements regarding the Company's expectations of the operating performance of gaming devices, the expected hold percentage and amount of play associated therewith. Additional information concerning potential risk factors that could affect the company's future performance are described from time to time in the company's reports filed with the Securities and Exchange Commission, including the company's Annual Report on Form 10-K for the year ended December 31, 2002 and Quarterly Reports on Form 10-Q for the quarters ended March 31, 2003, June 30, 2003 and September 30, 2003. The reports may be viewed free of charge at the following website: www.sec.gov. The company undertakes no obligation to publicly update any forward-looking statement, whether as a result of new information, future events, or otherwise.