MGM Mirage launches new Players Club

Apr 9, 2002 3:11 AM

Not to be outdone by other major casino operators, MGM Mirage has a new company-wide Players Club, its new player loyalty program that tracks slots and table game play into a single account so customers can quickly earn complimentary services and cash for their play.

The Mirage is the first resort-casino to be on-line in the program. Eight MGM Mirage properties will connect their existing loyalty programs to the Players Club, ultimately linking 18,000 slot machines and table game play when the program is in full operation by April 2003.

Players Club features several competitive advantages in both operational and customer benefits. First, the full picture of a customer’s casino play is captured ”” for both table games and slots. This rewards customers for their total casino play at the participating MGM Mirage casinos. In addition, the system’s technology in the 18,000 slot machines will recognize a customer’s activity in real time and, in turn, can be rewarded for their total play.

“Our premier collection of resort-casinos offer the widest variety of accommodations, entertainment, dining and shopping in the industry,” said Chairman and CEO Terry Lanni. “With Players Club, our customers will benefit from their play with us by affording themselves the opportunity to enjoy the many facets of our fine hotels.”

Membership in the new Players Club program is free, and points accumulated from each casino’s players cards will be transferred to the new unified loyalty program as each MGM Mirage casino is added to the program.

Other company properties linked to the system will include Treasure Island, MGM Grand, Bellagio, New York-New York and Golden Nugget in Las Vegas, MGM Grand Detroit and Beau Rivage in Biloxi, Mississippi.