Rewards Done Right

Posted on: April 27, 2011

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I am more and more impressed by Caesars every day. I wrote a post a few weeks ago titled “Going Diamond” about how Caesars is offering certain members of groups and conventions to carry a Diamond level player loyalty card and enjoy some of the perks that high rollers are able to enjoy. I thought this was a great idea and Caesars has outdone themselves again.

Caesars is now offering Total Rewards bonus credits to people who use Facebook, Twitter, FourSquare, Instagram and Gowalla to check in to nine of the company’s locations with their mobile devices. In order to activate the program, guests have to go to to activate an account and then they will receive 50 Total Rewards credits for each check-in.

Historically, casinos have stuck to only offering rewards points to those customers who gamble. Rewards points are generally not awarded for eating in restaurants, staying in the hotel or patronizing any of the other amenities a resort has to offer such as a spa. Aren’t your dollars just as valuable to a casino if they are spent in a restaurant than if they are gambled away in a machine? I would argue yes they are just as valuable, if not more-so. There’s a reason it’s called “gambling.” There’s always a chance the player will win or lose their money. And obviously a good majority of the time those dollars are lost, just because of basic house advantage and odds. However, the casino reaps all the benefits of dollars spent on a hotel room, or spa visit. The point of all of this is that my dollars should be valued, no matter where they are spent. This new move by Caesars to reward players or potential players for booking conventions or “checking-in” to their properties is in my opinion a step in the right direction.

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While Caesars has been struggling as of late to compete with companies in Las Vegas like MGM, Wynn and Las Vegas Sands, this seems like a step in the right direction in terms of attracting new customers. I am also very impressed with Caesars’ presence in social media as well. They are a company that to me are doing a lot of things right and getting creative in a time where creativity and new programs to attract customers are so important.

Do you think this is a good idea? What are some other companies you notice that have successful marketing ideas?


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This blog is devoted to the gaming industry news and information - keeping you up to date on the happenings in the gaming world. My personal expertise lies in event planning and entertainment in casinos.

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