Customer Loyalty Program of the Year 2026
We present to you the 2026 Shortlist for the Customer Loyalty Program of the Year award.
J&J Gaming - Player PAYBACK® - Player PAYBACK® on the J&J Gaming App is the central focus of the patron experience in Illinois, designed to enhance the patron journey while providing deeper insight. Through continuous, real-time data, the program tracks on-site check-ins, validates foot traffic into gaming areas and drives engagement through tiered rewards, prize redemptions, sweepstakes and customized Location Rewards and Specials & Events. Over the past year, Player PAYBACK® has evolved with the addition of Achievement Badges to incentivize repeat visitation, Refer & Earn to drive peer-to-peer acquisition, and expanded e-gift card options to increase redemption flexibility. Player PAYBACK® drove a 49.8% increase in app downloads from Q1 ‘25 to Q1 ‘26, reflecting new patron acquisition. During the same period, participating locations offering Location Rewards experienced nearly 6% YoY growth in Net Terminal Income, supported by increased daily check-ins and funds-in activity.
MGM Resorts - MGM Rewards - MGM Rewards continued to redefine casino loyalty by introducing a series of member-focused enhancements that deliver value both on and beyond the casino floor. In 2025, it launched Milestone Rewards, giving members new benefits between tier levels, including Rollover Tier Credits that accelerate progress toward elite status. MGM also expanded its partnership with Marriott Bonvoy, extending tier matching benefits across more than 10,000 hotels worldwide, while enhancing cruise benefits with Royal Caribbean and Celebrity Cruises, including new onboard FreePlay and expanded Annual Cruise Benefits. Additional innovations, including the launch of an MGM Rewards eGift Card and the Iconic World Elite Mastercard, provide members with even more ways to earn, redeem, and enjoy rewards across MGM's integrated resort portfolio and beyond.
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