Maxim Magazine is the latest men's-focused brand trying to storm Vegas.

Dennis Publishing is to lend its Maxim name to a $1.2 billion hotel and casino - scheduled to open in 2010.

This follows Hooters recently opened casino as well as Playboy's club - soon to open at the Palms Casino Hotel

Maxim will receive licensing fees whilst a management company would run the casino and hotel as Maxim Hotel and Casino.

"It's going to be upscale, it's going to be four-star, it's going to be sexy and flirtatious, absolutely," said Barry Pincus, New York-based director of brand development for Maxim publisher Dennis Publishing Inc. "But it'll also be fun, it'll be comfortable."

With all these men's titles hitting the strip, I wonder who'll be the first non-mens mag to give it a try - perhaps National Enquirer Resort? or maybe Newsweek magazine Casino and Hotel

Article: MaxMaxim joins Playboy in Sin City