MGM Mirage launches rewards program with Bank One

08.07.2004, Lesen Sie hier den Bericht über «MGM Mirage launches rewards program with Bank One».

The three biggest gambling companies in the nation have teamed up with major banks to create credit card reward programs in which members can redeem points at their resorts. Gambling giant MGM Mirage will announce an agreement with Bank One today, and Caesars Entertainment partnered with Juniper Bank in December.

Harrah’s Entertainment Inc. launched its Total Rewards program with MBNA in 2001. Although card members cannot use their points to gamble, they can use them at restaurants or on hotel rooms. While replicating credit card reward programs seems like an obvious marketing move, it hasn’t always been a cinch for the companies that run some of the biggest casinos in the world. Gambling wasn’t always in the mainstream. Recent mergers and the explosive growth in the industry have changed the way credit card companies regard casino operators, said Hugh Bleemer, executive vice president of cobranding at Bank One’s card services division. “There hasn’t been a consortium of hotels with a broad enough reach to offer a program before,” Bleemer said, referring to his company’s joint venture with MGM Mirage. “As hotel properties consolidate and these consolidated properties expand their reach they become more national programs and attractive.”

MGM Mirage recently announced it will buyout Mandalay Resort Group. If regulators approve the transaction, it will give MGM Mirage control of 28 properties in Nevada, New Jersey, Illinois, Michigan and Mississippi. It also will create the biggest gambling company in the world.

Visitors can do more than gamble at the resorts, especially in Las Vegas where shows, dining and partying generate as much revenue as slot machines and table games, said Stephen Moore, MGM Mirage loyalty marketing vice president. “We are a resort entertainment company,” Moore said. “The type of customers we are reaching is different than what it was 10 years ago. We are targeting other customers outside of the casino.”

Moore said MGM Mirage is betting people will sign up for the card to take advantage of its current properties, such as the Bellagio, MGM Grand and Treasure Island.

MGM Mirage plans to market the credit card directly to its customers. John Mulkey, a Bear Stearns gambling analyst in New York, said the industry is maturing. As a result, Mulkey said, it’s finding more opportunities to build brand awareness and extend its reach. “Gambling is an increasingly accepted form of entertainment in the United States,” he said. “As the industry grows, the value of the sector’s top brands should only increase.”

Über MGM Grand Hotel and Casino:

Das MGM Grand gehört zu den grössten Hotels der Welt. Der Hotelkomplex besitzt 5'044 Hotelzimmer und ist direkt mit dem Casino verbunden.

Das Casino ist mit seinen 15'930 m2 riesengross und bietet alle Casinospiele an. Die Tischspiele Roulette, Black Jack sind zahlreich vorhanden. Ebenso findet man einen Pokerraum und unzählige Spielautomaten.

Zur Geschichte des MGM Grand Hotel

1973 wurde das original MGM Grand eröffnet. Das Original-Hotel-Casino wurde 1986 von MGM an Bally Entertainment Corp. verkauft und umbenannt ins heutige Bally's.

1993 öffnete das heutige MGM Grand als damals grösstes Hotel der Welt seine neuen Tore.

--- Ende Artikel / Pressemitteilung MGM Mirage launches rewards program with Bank One ---


Weitere Informationen und Links:

Weitere Nachrichten der Gaming-Branche