LAS VEGAS, NV, June 30, 2004 -- Harrah's Entertainment (NYSE: HET) has been awarded the Grand Prize in the Baseline-Nucleus Research Technology ROI Awards -- an annual recognition of companies and organizations that achieve superior returns from information-technology investments.

Harrah's was honored for its effective use of data warehousing and business intelligence as part of the numerous customer relationship management capabilities the company has introduced over the last several years, including Total Rewards, the company's nationwide customer-loyalty program. Many of the company's mission-critical CRM capabilities are now tightly integrated with a sophisticated Teradata data warehouse that has been an integral part of the company's growth and success in building customer loyalty and driving consistent revenue growth over the last several years, including same-store sales growth in 20 of the last 21 quarters.

"Harrah's is an outstanding example of a company that is aggressively and smartly using technology to understand the behavior of its customers," said Cinda A. Hallman, former senior vice president of global systems and processes for DuPont and a judge for the 2004 Technology ROI Awards.

Winners are selected in 11 categories on the basis of annual return on investment for a specific IT project. The Grand Prize is then awarded to the project that has had the greatest overall impact on the honoree's business across multiple areas.

Harrah's ability to collect, analyze and act upon key customer and operational data with the Teradata Enterprise Data Warehouse has led to a number of revenue-generating initiatives, including the next generation of Total Rewards, the Hotel Revenue Management System, and a number of other new gaming products and services on Harrah's casino floors.

"Our Teradata Enterprise Data Warehouse-powered operations are yet another example of how Harrah's boosts its bottom line through the creative and effective use of information technology," said Tim Stanley, Harrah's senior vice president and chief information officer. "As this award demonstrates, Harrah's continues to be focused on the combination of business and technological innovation that provides benefits to our customers and creates measurable business value for our shareholders."

"Teradata is committed to providing products and services that help our clients meet and exceed their goals and objectives. We are proud to have a client like Harrah's and honored to have played a role in Harrah's winning of this prestigious award," said Rob Berman, vice president-Retail Industry for Teradata, a division of NCR.

The Technology ROI Awards are presented jointly by Baseline magazine and Nucleus Research, a Waltham, Mass., consulting firm.

Founded 66 years ago, Harrah's Entertainment, Inc. owns or manages through various subsidiaries 25 casinos in the United States, primarily under the Harrah's brand name. Harrah's Entertainment is focused on building loyalty and value with its valued customers through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence and technology leadership.

More information about Harrah's is available at http://www.harrahs.com.

This release includes "forward-looking statements" intended to qualify for the safe harbor from liability established by the Private Securities Litigation Reform Act of 1995. You can identify these statements by the fact that they do not relate strictly to historical or current facts. These statements contain words such as "may," "will," "project," "might," "expect," "believe," "anticipate," "intend," "could," "would," "estimate," "continue" or "pursue," or the negative or other variations thereof or comparable terminology. In particular, they include statements relating to, among other things, future actions, new projects, strategies, future performance, the outcome of contingencies such as legal proceedings and future financial results. We have based these forward-looking statements on our current expectations and projections about future events.

We caution the reader that forward-looking statements involve risks and uncertainties that cannot be predicted or quantified and, consequently, actual results may differ materially from those expressed or implied by such forward- looking statements. Such risks and uncertainties include, but are not limited to, the following factors as well as other factors described from time to time in our reports filed with the Securities and Exchange Commission:

* the effect of economic, credit and capital market conditions on the economy in general, and on gaming and hotel companies in particular;

* construction factors, including delays, zoning issues, environmental restrictions, soil and water conditions, weather and other hazards, site access matters and building permit issues;

* the effects of environmental and structural building conditions relating to the company's properties;

* our ability to timely and cost effectively integrate into our operations the companies that we acquire;

* access to available and feasible financing;

* changes in laws (including increased tax rates), regulations or

* accounting standards, third-party relations and approvals, and decisions of courts, regulators and governmental bodies;

* litigation outcomes and judicial actions, including gaming legislative action, referenda and taxation;

* ability of our customer-tracking, customer-loyalty and yield-management programs to continue to increase customer loyalty and same-store sales;

* our ability to recoup costs of capital investments through higher revenues;

* acts of war or terrorist incidents;

* abnormal gaming holds, and

* the effects of competition, including locations of competitors and operating and market competition.

Any forward-looking statements are made pursuant to the Private Securities Litigation Reform Act of 1995 and, as such, speak only as of the date made. We undertake no obligation to publicly update any forward-looking statements, whether as a result of new information, future events or otherwise.

SOURCE Harrah's Entertainment, Inc.

Web Site: http://www.harrahs.com