VIPrewards Success Based on Actually Rewarding the Customer

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Loyalty program VIPrewards has found the secret to building customer loyalty in the online gaming industry by staying true to its name and making rewards valuable and easy to redeem.

In a time when customers have less and less faith in loyalty programs, which have become notorious for over promising and under delivering, VIPrewards ( is a breath of fresh air – and customers are taking notice. Rather than spending their time trying to figure out how to redeem their loyalty points or being disappointed by the value they return, VIPrewards’ customers are enjoying their rewards. Like Andrew P. who is looking forward to taking his wife to Las Vegas later this year – a trip he won from VIPrewards by easily redeeming points online for a Las Vegas getaway sweepstakes ticket.

By staying true to its name and actually rewarding customers for their business, VIPrewards has driven player loyalty levels for its partners to above industry averages. In fact, members enjoy the program so much they are actively wagering at VIPrewards’ partner sites almost twice as much as players at other competing sites. For instance, sportsbook VIPsports ( boasts an average active player retention of 20 months making it the clear leader for player retention in the sportsbook category, which sees average player retention rates of approximately 12 months. Customers, like Alex P., say it best: “I have played with VIPsports for many years and have enjoyed the points that I accumulate on VIPrewards as a Platinum Member, receiving numerous items over the years. Now I am not only looking forward to going to Las Vegas, but also [playing on VIPsports and] enjoying more rewards in the future.”

VIPrewards partners with over 10 online gaming sites including sportsbooks, casinos, racebooks and poker rooms, to manage their loyalty programs. Customers fall into one of three reward levels (Silver, Gold or Platinum) based on their volume of play, with the rate at which points are earned increasing at each level. Rewards points, which update every 30 minutes, can be redeemed for gifts and prizes, merchandise, sweepstakes tickets and even betting cash in virtual real-time. Redeeming points is made easy for customers with an online account and shopping cart – customers can clearly see their points and the cost (in points) of different rewards, plus make their purchase, all from their online account.

Retention Manager, Vince Polar, said: “The formula is surprisingly easy. By giving customers rewards that are valuable and relevant to them, and by making the rewards easy to earn and redeem, we have built a strong and loyal customer base. Go a step further and combine a well-designed loyalty program with great service like we deliver and you’ll see your customers returning again and again.”


VIPrewards, established in 2000, is one of the largest and leading loyalty programs in the online gaming industry – and is the only program that allows members to earn points across all partner sites and products (sportsbooks, casinos, racebooks and poker rooms).

VIPrewards uses a 3-tiered point program that rewards customer loyalty. Tiers are based on lifetime accrual of points and each tier awards additional points for every dollar wagered. The more a customer plays the more rewards they will earn in return for every dollar wagered.

VIPrewards is part of Leisure & Gaming plc, a company publicly traded on the London Stock Exchange (LSE: LNG).

For more information on VIPrewards contact:

Vince Polar, Retention Manager



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Fredrik Wadstein