MGM Resorts, a global leader in gaming and entertainment, has undergone a remarkable transformation of its loyalty program, MGM Rewards, with the help of Loyalty Methods. Paula Thomas of Let’s Talk Loyalty and Loyalty TV, sat down with Vice President of Loyalty Marketing Anil Mansukhani and Vice President of Product Management Beck Sunquist.
Led by Anil and Beck, MGM Rewards aimed to elevate the customer experience by aligning with the changing demographics of Las Vegas visitors. The relaunch and rebranding initiative focused on creating a diverse and immersive loyalty program that catered to the modern consumer.
Partnering with Loyalty Methods enabled MGM Resorts to implement a state-of-the-art loyalty platform. By separating the loyalty system from gaming regulations, the partnership facilitated a seamless omnichannel experience, integrating digital and offline channels. This move allowed MGM Rewards to enhance its offerings across gaming, dining, entertainment, and spas.
The journey to the new loyalty program was not without its challenges. However, Beck emphasized the importance of finding the right partner, highlighting Loyalty Methods as “very lucky to have met them.”
Key successes of the partnership include:
- Growth in enrollments and database size, with millions of new members
- Higher member satisfaction and NPS scores Integration of The Cosmopolitan Identity Program
- Strategic partnership with Marriott Bonvoy, offering members access to 10,000+ properties
Beck Sunquist shared the team’s excitement for the future of MGM Rewards, with plans for further advancements in gamification, personalization, and enhanced customer experiences.
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