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March 2015

Social/Mobile Gaming

The Goal

Las Vegas is arguably the world’s biggest playground for adults, so game developer Playstudios wanted to create a way to bring the Vegas vibe to gamers through Facebook and mobile devices.

With the myVEGAS gaming platform, players enjoy free online casino games such as slots and blackjack while earning real-world rewards, and Playstudios’ partners engage the players in hopes of converting them to offline customers. Seeking additional ways to achieve this goal, Playstudios sought to expand its partnerships.

The Initiative

Playstudios’ game-based marketing platform had shown its ability to qualify and convert online social and mobile gamers into profitable customer, the next step was to create an initiative that would cost-effectively attract more players. This initiative involved partnerships

Companies brought aboard were integrated into the myVEGAS platform, giving them access to the company’s customer base of 24 million-and-growing players. The effort also let partners such as Bellagio, Cirque de Soleil and Wolfgang Puck Cos. position their brands in an entertainment-focused consumer experience, as well as:

  • Target specific customers, dates and events in their marketing campaigns.
  • Offer select goods and services through the rewards program.
  • Leverage perishable or excess inventory in a profitable way that expands brand recognition.

The Results

The myVEGAS experience has added many strategic partners, including Station Casinos, Las Vegas Motor Speedway and the Smith Center, and deepened the reward offerings at longtime partners such as MGM Resorts. It also forged partnerships that offer non-Vegas rewards such as UFC live streaming and Royal Caribbean Cruises.

The list of Vegas partners where gamers earn free rooms, meals and tickets includes top-name shows, restaurants, hotels, clubs and retailers.

Gamers continue to play and rack up points for future bricks-and-mortar redemption: MyVegas attracts 5.3 million monthly and 1.3 million daily active users, who average 1.5 hours of average daily playing time.