Penthouse Chief Executive Officer Marc Bell said he is considering purchasing real estate along the Las Vegas Strip to refit a hotel-casino based on the magazine's adult sex themes, the Las Vegas Review-Journal reported Sunday.

"We have no intention to rebrand the name of the hotel. We would like to see a Penthouse casino presence and a Penthouse pool presence," Bell said.

Bell said adding a hotel-casino to the Penthouse empire would come after the magazine has branched out onto the Internet and cable television.

"It's about rethinking the way of how people think of casinos in Las Vegas, coming in with a new paradigm," he said. "Everyone tries doing cookie cutters, doing the same thing over and over again, and we believe it's time to create a new widget."

The Review-Journal said the nude or scantily-clad women featured in the magazine may serve as dealers as the potential site's casino.