Players Club Program

The Situation

Headquartered in Las Vegas, this leading casino was looking to integrate one cohesive loyalty program for all of their properties, as each property had been operating with their own loyalty rewards program. The casino approached Rymax to implement a comprehensive rewards program, based on their knowledge of Rymax’s proven track record with other leading casino and gaming properties. Their goal was to streamline the rewards process and generate awareness for players across all of their properties.

The Rymax Solution

Rymax’s proprietary MaxSite™ technology was used to implement a rewards website. By working closely with the casino, Rymax designed a custom look and feel to represent the branding of the combined properties. Rymax created a targeted selection of the most in-demand merchandise based on the casino’s price criteria and showcased these products on the site. Each property could individually access the website, but it would be one program that would unite all of the casinos, allowing a player from Nevada the ability to redeem at a New Jersey location and vice versa. The caveat was that the players had to speak with a players club host in order to place their order. This intentional design increased foot traffic through the casinos and encouraged return trips. Products would then be shipped directly to the player once the redemption was authorized by the casino’s management team.

As part of the communication strategy to launch the new program and generate awareness, Rymax designed a print catalog to highlight the online rewards available, in addition to an overview of all online catalog functions. Rymax provided design and layout options, handled all copywriting and editing, selected a unique merchandising product selection, and coordinated with the casino on brand placement. The casino printed and distributed the catalog across all of their properties.

The Results

Rymax’s expertise and in-house capabilities created a comprehensive program that was successful in building player loyalty. Player engagement increased 97% with the new loyalty program. The casino achieved substantial savings by utilizing one platform across all properties and additional savings in shipping costs. All aspects from the initial contract stage to launching the live website were completed in six weeks. Program redemptions are at 93% and have steadily grown ever since the launch.