Social games developer PlayStudios has expressed keen interest in bundling its loyalty rewards system into a sweepstakes casino product in 2025, citing what it calls a $3 billion market for sweeps in the United States.
The Las Vegas-based game developer is renowned for MyVEGAS, a play money social casino app. The myVIP player loyalty plugin is at the core of the PlayStudios platform. It will apparently now be considered for a possible PlayStudios-driven sweeps casino product. The company has only hinted at its plans regarding loyalty and sweepstakes casinos.
During its 2024 Q3 investor call, an unidentified representative spoke on the decision.
We see an opportunity to leverage our games and player network to drive engagement and monetization. We have constituted a formal team to advance our technology tools for sweepstakes, aiming to enhance our existing Play Awards capabilities.
Popular casino titles myVEGAS Bingo and MGM Slots Live already have the myVIP loyalty program embedded in markets outside the US. PlayStudios anticipates rolling out the technology in sweepstakes casino products in the US by the second quarter of 2025. That will be following “testing and validation” in Q1 2025.
What Loyalty Programs Mean for Sweeps Casino Players
Details of a loyalty program from PlayStudios are unclear. So is whether the company will in fact launch its own sweeps casino app. An unidentified company official made statements regarding the sweeps casino market a a recent investor event.
The myVIP loyalty program allows players of certain sweeps games to accrue loyalty points (LP). With myVIP, the points earned can be redeemed for products from real-world brands that partner with PlayStudios. In that way, the LP’s function as “cash” or gift cards for other items from products.
Sweepstakes casinos operate on the premise of “virtual currencies” which can often be earned without having to purchase tokens. So, a loyalty program that delivers something other than cash prizes may be appealing to consumers comfortable with a brand they connect with on a handheld device.
PlayStudios is no newbie in this space. The company boasts partnerships with MGM Resorts International, Resorts World, and many non-gaming brands.
The advent of loyalty programs for sweeps casinos is the next step in the evolution of rewards programs by gaming companies. For years, casinos used loyalty programs to keep customers coming back to physical locations to spend their money. With online casinos and mobile apps that have traditional games like solitaire, casino games, and more, companies want to offer LP’s to players that deliver prizes and incentivize the consumer.
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