Lad's mag Maxim has announced plans to build a luxury Maxim Hotel and Casino complex in the heart of the Vegas strip. There are not a lot of details at the moment beyond the promise of 2,300 hotel rooms and a 60,000 sq ft casino plus "the biggest and best swimming pools on the Strip."

Oh, and girls, of course. The Maxim empire is built on girls, girls, girls and promises more of the same (except in the flesh) at its new flagship playground, which is set to open in 2010.

The Independent reports that developers CONCORD Wilshire paid Maxim a relatively paltry £2.7m for the use of the magazine's brand name. Maxim will have control over the design of the hotel and its sister magazine Blender will be in charge of entertainment.

I'm pretty sure its the totty and not the tunes that are the entertainment, but then maybe I've got it wrong and 13 million punters really are reading it for the articles...