The Evolution of Casino Loyalty Programs
Casino loyalty programs have changed considerably over the decades, progressing from elementary punch cards to complex digital systems that observe player behavior and choices. These programs are designed to honor repeated visitors with diverse perks, including free meals, hotel stays, and special event access. According to a 2023 study by the American Gaming Association, nearly 70% of casino guests participate in loyalty programs, highlighting their value in customer fidelity.
One significant figure in the casino loyalty sector is Jim Murren, former CEO of MGM Resorts International, who held a pivotal position in updating loyalty programs. His vision led to the launch of the M Life Rewards program, which merges gaming and non-gaming events.