CM Comment: Great example of the coming convergence between loyalty marketing and extended game-play engagement.
August 17, 2009: summarized from Marketwire -- Harrah's Entertainment, Inc.'s Total Rewards members can now unlock Star Trek™ Episode Four on more than 100 WMS™ slot machines available in 29 of 36 Total Rewards casino resorts across the country, an additional four casinos will have Episode 4 available later this year.
First introduced in late 2008, the WMS Star Trek game is the first personalized slot experience that integrates directly into a player loyalty program. Guests use their Total Rewards card to save their progress and can resume their game on any WMS Star Trek machine in a Total Rewards casino resort. Additionally, Total Rewards members can earn exclusive "bonus" achievement medals for their Harrah's play to gain access to each episode.
"Only Total Rewards members can earn the bonus achievement medals while enjoying this unique and personalized gaming experience, featured exclusively on WMS Star Trek slot machines. In today's casino gaming environment, guests demand these personalized experiences. Harrah's Entertainment is on the forefront of delivering this," said Katrina Lane, senior vice president and chief technology officer of Harrah's Entertainment. "Thousands have tried their luck on our Star Trek slot machines, and more than 2,500 have unlocked Episode 3 in less than six months."
"We worked closely with the technology-forward Harrah's team to integrate -- for the first time -- a customer loyalty program directly into the slot machine player experience," said Orrin J. Edidin, president of WMS. "Our category creating Adaptive Gaming® technology platform enables players to experience unique gaming entertainment through new game episodes released over time. We're confident that Harrah's Total Rewards members will enjoy these new personalized gaming experiences made possible by the release of Episode 4 of the Star Trek series."
Since the initial launch there has been over 150,000 unique logins established across the country and player engagement continues to grow.
Read more at: http://bit.ly/WpDCc
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