Las Vegas loyalty marketing deal has ties to Indiana

Casino-hotels in Indiana, as well as Nevada, Iowa, Mississippi, Missouri and Colorado are about to hit the marketing jackpot, as MGM Resorts International and Ameristar Casinos recently announced a partnership to advance each company's rewards programs. Now, members of each initiative will be able to gain more offers and benefits when they stay at one of the other entity's locations.

In the announcement, the hotel companies said the deal would create "opportunities for M life and Star Awards/Plateau Players Club members, allowing both companies to strengthen customer loyalty by providing more access and rewards."

Jim Murren, CEO for MGM Resorts International, commented that the partnership would benefit Ameristar's Star Awards/Plateau Players Club members by giving them access to offers at MGM properties that they would not have gotten any other way. Additionally, it facilitated his own organization's goal of expanding the brand around the world, Murren said.

As Bloomberg reports, this alliance is not the first of its kind. Last year, Wynn Resorts and Pinnacle Entertainment penned a deal to enable Pinnacle customers to apply their loyalty points when staying at Las Vegas' Wynn and Encore resorts.