Fontainebleau Las Vegas has revealed modifications to its loyalty program, which the operator claims will make it the most beneficial on the Strip for slot machine enthusiasts.
With the revised terms provided by Fontainebleau Rewards, customers will receive one Play Point for every $2.50 inserted into a gaming machine, reduced from the former threshold of $5. According to the operator, the North Strip casino hotel leads the market in visible slot play earned. The announcement coincides with the launch of "Fontainebleau Cash Back."
"‘Fontainebleau Cash Back’ will have multiple redemption periods throughout the year. For every 5,000 Play Points earned on slots, Fontainebleau Rewards members will receive $20 in cash that can be redeemed at the casino cage. The program’s first redemption period opens in December 2025,” according to a statement.
The press release did not reference video poker, although many casino loyalty programs offer rewards that are similar for slot and video poker gameplay.
Casino rewards programs are recognized as key tools for customer acquisition and retention for operators. The more understandable and beneficial loyalty programs are, the more effective they can be in enhancing operators’ revenue and profits.
For Fontainebleau, the redesigned loyalty program may serve as a means to attract additional patrons to a casino resort that has had difficulty establishing its presence. Since its opening in 2023, the venue has encountered numerous challenges, and last week, reports indicated that up to 60 dealers for table games could face layoffs.
The northern section of the Strip tends to burden operators, and this location challenge is heightened for Fontainebleau due to its proximity to similar establishments Resorts World and Wynn and Encore. Of all the upscale casino hotels on the North Strip, only the Wynn Resorts' venues have achieved lasting success.
It is unclear whether the overhaul of the rewards program will benefit Fontainebleau, but it is a possibility. Fontainebleau Rewards includes four levels — Bleau, Silver, Gold, and Royal.
Besides currently providing the most appealing slot rewards on the Strip, Fontainebleau Rewards has historically maintained one of the most generous programs regarding non-gaming expenditures, giving customers five cents in points for every dollar spent on non-gaming ventures.
Fontainebleau Rewards members can earn up to 30% off rooms,
“Additionally, the previous 13-month activity window has been extended. No Fontainebleau Rewards members’ points will expire until Sunday, Aug. 31, 2025, allowing for rewards members to redeem points that may have expired previously,” according to the press release
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