Crown's chairman, James Packer, is changing the name of the game, somewhat literally, as he changed the name of his casino group to Crown Resorts.

In an annual report released Sept 26, Mr Packer wrote in a letter to shareholders, stating that the name change aimed to improve the image of the casino group as high-end tourism facilities.

On Oct 30, shareholders will make their vote on the name change. However, Crown had already changed its Web site's name to "Crown Resorts."

"Adding 'resorts' adds a much greater sense of fantasy and escape and takes a little bit of the focus off what is the core part of the business, which is gaming," branding expert Simon Rowell remarked about Mr Parker's decision to change the name.

Crown's annual report also included an announcement stating that the company is focusing all effort to improve the casino and tourism scene across its Australian resorts. The company had been in the process of upgrading its Crown Melbourne and Crown Perth Casinos as it envisioned cutthroat facilities and tourism against new casinos and resorts in Asia.

"In the year ahead, we will be focusing on the performance of our Australian resorts, including a continued focus on cost control. My vision for Crown sees us as a leading global luxury brand, with a clear focus on Asian tourism," Mr Packer stated.

Crown is also in the process of developing a luxury hotel and VIP-only casino at Barangaroo on Sydney Harbour.

Mr Packer assures that the company will work together with the NSW government to bring all their vision for the Australian resorts into completion.

All efforts being done were to alleviate the company's profit. In the 2012 - 2013 financial year, Crown's profit of $396 was down 23 per cent from its profit in 2011. As a result, the pay for all of Crown's senior executives was downgraded because of fewer short-term goals and long-term incentives. In fact, the annual report revealed that chief executive Rowen Craigie's profit for 2013 had dramatically dropped by 27 per cent. It was also revealed that Mr Packer had received no payment from Crown.

Despite all these, Mr Craigie remain positive as Crown had been making "comprehensive review of back of house and front of house operational efficiency" to promote the Australian resorts as modish and as competitive as it can possibly be.