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Cosmopolitan Las Vegas merges loyalty program into MGM Rewards

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Cosmopolitan Las Vegas merges loyalty program into MGM Rewards
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Gary Leff Chief Financial Officer | View from the Wing

Cosmopolitan Las Vegas has integrated its Identity loyalty program into MGM Rewards, simplifying the reward system for its members. Previously, Cosmopolitan had its own loyalty scheme and a partnership with Marriott, which MGM also maintains.

MGM revamped its elite program two years ago to be more lucrative and gaming-focused, akin to Caesars Rewards. This shift marked a departure from efforts to appeal to traditional hotel guests and families.

Points accumulated in Cosmopolitan’s Identity program have been transferred to members' MGM accounts. Members should verify their balances. Identity tier points earned between July 30, 2023, and July 29, 2024, were doubled upon transfer. Additionally, an Identity Table Play Bonus was allocated based on table play during this period. These combined with existing MGM Rewards credits determine the new tier status.

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For example, if a member had 1,000 Identity Points with 80% earned from slots, then 800 Points would convert to Slot Dollars and 200 to MGM Rewards Points.

This merger is expected to result in more members achieving status due to the combination of credits from both programs and the inclusion of table game play in MGM Rewards calculations. While some may prefer Cosmopolitan's original program or dislike MGM's tier rules, they now have increased opportunities for earning and spending rewards. The integration is also anticipated to drive more business towards Cosmopolitan under the MGM umbrella.

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