- US Online Poker
- US Online Casinos
- US Online Sports Betting
- FEATURE: Ontario Online Gambling
In what can feel like a bit of a brand differentiation race between online gambling operators, Caesars Entertainment is enhancing its loyalty program. Caesars Rewards is the latest large program to change this year, as Las Vegas-based Caesars announced yesterday.
The gambling company with online gambling brands Caesars Casino and Caesars Sportsbook said of its 65-million-member loyalty program.
“For the first time, new and existing Caesars Rewards members will earn not just Reward Credits but also have the opportunity to raise their Tier Status with every purchase made using their Caesars Rewards Visa card.”
It was previously possible to earn rewards points this way, but members’ Tier Status was dependent on their casino play. Now, everyday purchases with the credit card contribute to moving up in tiers.
What’s more, new cardholders receive an automatic upgrade to the second tier – Platinum – just for activating their card and using it once for any non-Caesars purchase.
Caesars partnered with Columbus, Ohio-headquartered financial services company Bread Financial to improve its rewards program. Bread, formerly Alliance Data, will be adding data-driven insights to purchases and uses of the Caesars Rewards Visa, which are aimed at making the loyalty program more personal and relevant to gamblers.
Bread and Caesars stock dropped after the announcement. Caesars fell from $68.50 at market close on Monday to $64.35 today. Bread dipped from $56.61 to $54.04 during the same time frame.
US online gambling operators are vying to stand out in players’ minds, as more and more competitors enter the marketplace.
For instance in New Jersey, about 30 online gambling operators are competing to acquire customers.
To that end, operators are spending on marketing, advertising and promotions. Most of that allocation occurs as states legalize online casino, poker and sports betting.
What those ads and emails mention depends on what the operators have to offer. That’s part of the reason they’ve been bulking up their loyalty programs and content.
Besides Caesars, the most recent brand to build up its loyalty program was Rhode Island-based Bally’s Corporation. Division Bally’s Interactive announced on April 12 that it signed an agreement to invest $5 million in Vancouver-based Snipp Interactive. Bally’s owns Bally Casino and Bally Bet.
Snipp owns Gambit Rewards, which will add free-to-play games that Bally Rewards members can trade points to play.
On Feb. 1, Las Vegas-headquartered MGM Resorts International rebranded its loyalty program and changed the rewards. MGM Rewards, with 34 million members, is also the loyalty program for BetMGM. That joint venture between MGM and Isle of Man-based Entain is the US online casino market leader.
During the MGM Rewards rebrand, MGM moved Borgata Online Casino players into the newly created Borgata Online Rewards.
Caesars Rewards Tier Status tops out at Seven Stars. In ascending order, the remaining levels are Gold, Platinum, Diamond, Diamond Plus and Diamond Elite.
All tiers give loyal remembers treats, which now range from a free Caesars Sportsbook bet during the member’s birthday month to a “congratulatory voyage with Norwegian Cruise Line.”
Yesterday’s press release said the new rewards are data-driven and relevant to each player:
“Under this expanded program, [members] will also earn Tier Credits that accumulate and unlock higher status levels and benefits through the Caesars Rewards program. All new and current Caesars Rewards Visa cardholders will automatically be eligible to earn Reward Credits and Tier Credits under the new program.”
Caesars also emphasized online poker players can earn and redeem reward credits on WSOP.