MGM Resorts International, the biggest casino owner on the Las Vegas Strip, is negotiating marketing alliances with gaming companies outside Nevada to draw more visitors as it begins a new customer-loyalty program.
The company is in talks with more than three U.S. operators active outside the Strip in regional markets where MGM doesn’t compete, Chief Executive Officer Jim Murren said in an interview in New York without identifying the parties. Las Vegas-based MGM also is talking to American Indian operators in California, the middle U.S. and the Pacific Northwest as it seeks to add to its customer data and extend its marketing reach, Murren said.
The alliances would help MGM blunt the edge that Caesars Entertainment Corp., the largest casino company, has in tapping regional customers via its Total Rewards program. Caesars, formerly called Harrah’s, has led the industry in attracting gamblers to its eight Strip casinos, and has more regional locations than MGM, which owns resorts in New Jersey, Mississippi and Michigan.
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