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Casino: MGM Resorts International To Entice Customers

Casino operator MGM Resorts International, to entice customers is relaunching its gambling loyalty program with an 11-week sweepstakes, with potential rewards.

On Tuesday, the Las Vegas-based company launched M Life as part of a new company effort to better track the spending habits of its customers. On gambling, the program will track and reward spending and will do the same for non-gambling spending at company resorts later this year.

The sweepstakes include prizes including a Detroit Tigers baseball weekend at the MGM Grand in Detroit or a weekend stay at a suite at the Aria Resort & Casino, VIP ringside seats at a prizefight.

On the Las Vegas Strip, the introduction of the loyalty program competes with MGM's rivals, many of whom offer loyalty programs and players clubs, thanks to association with larger brands. Customers are currently allowed to earn loyalty points and redeem rewards at various hotels and retailers by the Venetian and Palazzo (both part of the InterContinental Hotels Group system) and the Cosmopolitan resort (part of Marriott's Autograph Collection). However, by introducing gaming and the casino into the mix, MGM Resorts' program goes beyond traditional hotel loyalty program.

The program will allow "players" to gamble their way to hotel benefits including free rooms and upgrades, pre-sale tickets to concerts and shows and VIP services. The program will have four tiers (Sapphire, Pearl, Gold and Platinum). To instantly redeem rewards, the Express Comps feature will enable guests to use their card anytime.

The company said that the rewards are also more personalized. For example, a guest might receive an offer for an upcoming Lady Gaga show, if he or she attends a Madonna concert. A concertgoer could receive an offer for the Country Music Awards, if he attended a Trace Atkins show

At a shareholders' meeting in June, MGM Resorts first announced its M Life program when the company changed its name from MGM Mirage. On the all-inclusive membership card in Las Vegas, the company is the latest to cash in. For more than a year, Caesars Entertainment’s Total Rewards program has been tracking nongaming spending.

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