Casino Loyalty Programs within the Las Vegas Locals' Market

The purpose of this paper is to compare and contrast the current loyalty programs offered within the Las Vegas locals' gaming market, with the intent that the information provided may be used to shed light on other locals' markets throughout the country. As the national market for gaming has become saturated with new options, competition in new locals' markets has increased. With Las Vegas having the most established and historic locals' gaming market, the differences in loyalty programs highlighted will serve as a resource for not only those companies operating within the Las Vegas market, but also for those who may be experiencing an increase in competition within their own locals' gaming market.