Caesars Entertainment Enhances Customer Engagement Through Social Gaming

Ceasars Customer EngagementA game of win-win: For gaming icon Caesars Entertainment, extending the customer experience involves mobile gaming. Caesars delivers the gaming experience to both current and potential players through five exclusive social game apps tied into their on-site experience. With games such as Caesars Casino and Slotomania, the gaming/entertainment giant brings the Caesars experience on-line via increasingly popular mobile gaming.

"These five new games have become five new properties for us," VP of Customer Loyalty Michael Marino told Loyalty360. And even more important, "These games are another way to get people involved in the currency of our loyalty program."

The program Marino refers to, of course, is the vaunted Total Rewards program, which earns Caesars customers perks for their engagement with Caesars gaming and hospitality properties, while supplying Caesars with customer information based on their purchases and behavior.

The apps and the rewards program are also tied to social media, primarily Facebook. "You can sign up directly for Total Rewards in the Facebook games, or you can connect to your Total Rewards account if you already have one," said Marino. "Once you're connected, with any purchase you make in the games, you earn Reward Credits just as you would in the casino."

As Marino noted, "The games each have their own in-game loyalty program called TR Social.  Your in-game progress earns TR Social Status Points which reward you with in-game experiences. You can play slot machines that other people can't play, and you get extra spins. Each game has its own unique features, so you can gain extra time on the device and you can receive bonuses on your purchases. There are many different things that we give back in the games to enhance the experience."

However, this is not gambling per se. Virtual slot machine winnings, for instance, can be used only within the game itself. "There's luck in the game, but it stays in the game—there's no gambling aspect to it because you can’t take the winnings out of the game," said Marino. And the mobile games "are both separate and connected." Playing the games earns you Reward Credits with Total Rewards, though the game-play Status Points benefit the customer only in the game and don't accrue toward Total Rewards Tier Status.

The goals of the mobile games (created by Playtika, a social games company recently purchased by Caesars) include the Caesars Customer Engagementfollowing:

  • Extend the Caesars experience. "With top-tier graphics and high-quality sound effects, you’ll feel like you’ve been instantly transported to Vegas," says the promotional copy for the Caesars Casino game.
  • Engage customers with the Caesars Total Rewards loyalty program, and with the brand.
  • And, of course, increase revenue. Though basic game-play is free, users can buy such game-play elements as additional coins and extra spins on the virtual slot machine.

The winner in this game of win-win? Both the customer and the brand. And for Caesars Entertainment, mobile app gaming is hardly a game of chance. 

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