PBL gets permission to expand gambling empire

The Victorian Government has given media and gaming company PBL permission to expand its Crown Casino brand.

Under the deal, the casino will have to comply with more stringent oversight by the regulator and spend $170 million on improvements to the casino over five years.

In exchange, PBL will be able to use the Crown brand name for other businesses besides its Melbourne casino.

Melbourne will be PBL's international gaming headquarters.

Gaming Minister John Pandazopoulos says Crown needs to keep investing in the venue.

"It's about the international feel and look of the casino and we were obviously wanting to make sure that they are, at the end of the day that's Crown land there, and at the end of the agreement it all comes back theoretically to the state," he said.

"It's important that they invest in that international feel to be part of an international market."

Mr Pandazopoulos says Victoria will benefit as the Crown name grows.

"Of course the Crown brand is more than casino, it's an entertainment complex, it's the hotels," he said.

"We think that brand value being promoted a bit more offshore does benefit people in Victoria because people associate that with Melbourne."