US tribal casino operator Hard Rock International (HRI) has appointed Edward Tracy as its new CEO of Asian operations.

In February, HRI hired Tracy (pictured), the former CEO of both Sands China and the Trump Organization, to head up HRI’s new Hard Rock Japan LLC, reflecting the company’s desire to secure one of the coveted Japanese integrated resort licenses when the country gets its legislative and regulatory ducks in line.

On Thursday, HRI promoted Tracy to the newly created role of CEO Asia. Tracy will oversee all of HRI’s Asian operations, which include non-gaming Hard Rock Café venues in Japan and China. HRI chairman Jim Allen expressed confidence in Tracy’s ability “to lead our company’s efforts in Asia and we look forward to seeing our business continue to grow under his leadership.”

HRI is among the many would-be Japanese licensees hoping to get in on what analysts expect will be a casino market that could rival Macau. In February, Allen said HRI was already discussing potential tie-ups with local firms to boost the chances that HRI’s bid will be taken seriously.