The Associated Press is reporting that mega casino operator MGM Resorts International has revamped and reintroduced its gambling loyalty program with a brand new 11-week sweepstakes designed to “entice customers with potential rewards.”
MGM Resorts International will rely on the mobile channel to execute the loyalty rewards program dubbed “M Life.” The sweepstakes will similarly be mobile driven.
According to the AP report, M Life was rolled out on Tuesday as one component of the company’s renewed effort to better track the spending habits of its patrons.
The program will track and reward spending on gambling and will do the same for non-gambling spending at company resorts later this year.
M Life is clearly an attempt by MGM Resorts to combat other loyalty programs gaining traction in the gambling marketplace, including Caesars Entertainment Corp.’s Total Rewards.
Scott Voeller, VP of brand strategy and advertising at MGM Resorts says: “More and more people today are using smartphones because it helps them manage their lives. Increasingly, smartphones are becoming one of the most important tools for people to engage in many aspects of their life.”
“We created the mobile app because we wanted M Life members to engage with the program through this portal early on,” Voeller added. “And while it has a ton of features that we’ve launched with today, over time it will have even greater functionality, to the point that members will be able to accomplish everything on their smartphones that they can on Mlife.com.
For the time being, Mlife.com enables patrons to monitor how many points/rewards they’ve earned, redeem personalized offers or promotions, and remain up to date on events, concerts, and other info dedicated customers would likely want to know.