MGM Tests Waters with Mobile SmartPhone Loyalty Reward Sweepstakes
Jan 16, 2011
MGM casino unveiled a new sweepstakes exclusively for customers who access comps using a smartphone.
As analysts from blue chip firms continue to prognosticate the eventual domination of mobile casinos, well established traditional style casinos are beginning to take notice. MGM Resorts International decided to re-launch its player loyalty program which now can also be accessed by a smartphone.
The MGM mobile phone app allows players to quickly see their current comp status in addition to other information. MGM is running an eleven week long sweepstakes to entice MGM Casino players to become comfortable accessing their comp account using their smartphones with potential rewards as an incentive.
Las Vegas based MGM, unveiled M Life, as part of an overall strategy to better understand the spending patterns of its customers. The M Life program was designed to analyze and reward players for spending time gambling inside MGM casinos, according to mobile gambling news. Later this year MGM will include reward points for anyone who stays at the resort and spends money on non gambling related items as well.
The sweepstakes attached to the smartphone promotions includes prizes such as VIP ringside seats to boxing events, weekend suite at the Aria Resort and a baseball weekend at MGM Grand Detroit with the Detroit Tigers. Insiders view this promotion as a direct response by MGM to Caesars Palace Total Rewards Program.
Scott Voeller, MGM VP of brand strategy and advertising explained that “MGM created the mobile app because we wanted M Life members to engage with the program through this mobile portal early on, and while it has lots of features, over time it will have even greater functionality, including mobile casino games, to the point when members will be able to accomplish everything on their smartphones that they can now accomplish online.”