Melco Resorts launched a revised Players Club programme in Macau on November 5, moving more loyalty rewards into its existing mobile app. The change is intended to reduce reliance on paper vouchers, redemption machines and casino-host assistance, while giving the operator clearer data on reward use.
City of Dreams Macau president Tim Kelly said the system would help the company track reinvestment, utilisation and engagement. Further integrations are expected over the next four to six months. Melco has not announced a savings target for the redesign.
Commercial relevance
The update illustrates how land-based operators are using digital loyalty tools to measure promotional effectiveness and control player reinvestment. For suppliers and marketing partners, the direction points to greater emphasis on measurable offer redemption and customer-level engagement rather than broad incentive distribution. The rollout follows a difficult third quarter: City of Dreams Macau’s adjusted EBITDA fell approximately 37% year on year, according to Melco’s reported figures.