Concord Wilshire Partners, a U.S property developer has licensed the name of Maxim, the British men's magazine for its new casino and hotel in Las Vegas. The resort will be called Maxim Hotel & Casino and the company will spend $1.2 billion on its development.

The new casino and hotel are planned to be opened in 2010. The venue will have 2,300 rooms and about 60,000 square-foot casino, a luxury spa, restaurant, conference facilities and luxury shops.
The resort will also feature a 'Maxim Lounge' a chain of nightclubs that the magazine is developing.