Harrah's Entertainment is set to launch a new push into the European market after announcing Friday that it has established a new subsidiary, Harrah's Interactive Entertainment.

The new subsidiary's stated goals are to manage the global growth of the World Series of Poker and explore an interactive marketing strategy for Europe.

Former PartyPoker chief Mitch Garber joins the new venture as its CEO as it sets its sites on Europe.

Based in Las Vegas, Harrah's is the largest gaming company in the world, with yearly revenues of almost $11 billion. The World Series of Poker is one of its many assets.

The Las Vegas, Nevada based, private gaming corporation owns casinos in the US, including Bally's, the Casesars and Harrah's. It does not operate any online gambling activities, currently forbidden by US law.

In an official statement, Harrah's said: "In addition to growing the World Series of Poker, the new company (HIE) will explore the use of interactive gaming technologies to expand the reach of Harrah's brands globally, starting in Europe."