Melco Resorts & Entertainment launched a revamped Players Club in Macau on November 5, shifting the loyalty program toward direct mobile engagement. The operator said the new system was built from the ground up rather than added to its previous structure.
According to GGRAsia's report on the launch, management introduced the program as Macau entered a period of softer demand. Melco wants clearer limits around player reinvestment while maintaining margins.
The program centres on the Melco Club app and is intended to reduce the use of paper vouchers, redemption machines and in-person service counters. Further integration is planned over the next four to six months.
The current app provides membership information, hotel and restaurant bookings and selected member offers across Melco properties. Melco said the digital approach should give customers greater clarity while allowing the operator to measure use and engagement more closely.
