Hugh Hefner planning London casino - 31st July 2010

Playboy founder Hugh Hefner wants to expand his business empire further and open casinos in London, England, and Macao, China.

Hugh Hefner wants to open a casino in London.

The 84-year-old Playboy founder wants to further expand his business empire as he is planning to move away from "adult programming" because he doesn't feel it is the right direction to go in anymore.

He said: "We will be announcing casinos in both Macao, China, and London. As far as media goes, I think we'll be involved in more mainstream ventures.

"We already have spin-offs of 'The Girls Next Door' on the E! Channel with both Holly Madison and Kendra Wilkinson, as well as a pilot with Bridget Marquardt on A&E. We're going to be doing more of that.

"That's the direction we're moving in; we're moving away from the adult programming because it's not the future. I think it gets in the way of who we are, and who we want to be."

The media mogul believes that as time goes by, his other ventures will become more famous and even more successful than the iconic men's magazine he founded.

He explained in an interview with website The Daily Beast: "Frankly, early on, as a single title company, the strength of the brand led us into other directions. The first Playboy products - cuff links, T-shirts, and things of that kind - began in the late '50s and the first Playboy club opened in 1960.

"In their early years, the Playboy clubs were so hugely popular that the company's ability as a 'branding' vehicle became obvious.

"In the early years the magazine carried the brand while I think that, in the future, the brand will increasingly help to carry the magazine."

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