The playAWARDS team engaged with marketing leaders at each of the company’s Las Vegas resorts, along with the corporate marketing team. Together, they developed a program to create a comprehensive, gamified expression of the MGM portfolio. This program included themed slot machines, in-game challenges, and a curated collection of promotional offers designed to help MGM properties take advantage of surplus resort capacity and drive consumption of perishable inventory. Because players earn these awards through an investment of time and energy playing a game, the value of these offerings elevate the MGM brands. By contrast, dumping discounted inventory diminishes their perceived value.
With the program up and running, the playAWARDS team and MGM business analysts began to track its performance. What they discovered was that MGM Resorts was able to drive new incremental revenue and capture a meaningful return over and above the cost of their offers.
In addition, MGM found that the playAWARDS program was not only attracting a new audience but was helping them engage more deeply with existing customers while reactivating lapsed or dormant customers. The end result delivered on the playAWARDS promise—giving MGM Resorts a fresh, exciting, and highly efficient way to extend their market leadership.