PokerStars unveils multi-vertical rewards scheme
New system to be rolled out in Denmark this month before expansion to other markets over the summer
PokerStars has unveiled a new cross-vertical rewards system, Stars Rewards, as the operator looks to deliver a more “personalised gaming experience” to players.
The new scheme awards players points for their activity across poker, sports and casino, which can then be used to buy chests containing randomised prizes.
Prizes can include cash, free sports bets, tournament tickets, casino instant bonuses, and will be based on player activity – sports bettors for instance are more likely to get free bet tokens.
“Stars Rewards is an integrated rewards programme that will offer an exciting, personalised gaming experience that rewards players for their play in poker, casino, and sports (where available) making every game count,” Severin Rasset, PokerStars director of poker innovation and operations, said.
The scheme will be rolled out in Denmark later this month, with Italy planned “shortly thereafter, and most other markets planned for later this summer.
The new scheme is a marked departure from PokerStars’ old system which rewarded high-frequency and professional poker play, while the new format encourages cross-sell and gives smaller players the chance to earn big prizes.
In related news, partypoker also announced a new rewards scheme to be launched next Monday, which much more closely resembles the old PokerStars system, with cashback directly linked to levels of play.
Partypoker managing director Tom Waters said: “The new, significantly improved loyalty scheme is straightforward and offers regular cashback to players.
“I recognised that the existing loyalty store was complicated and confusing for some players and so we decided to replace the store with a simple and rewarding rakeback scheme that will deliver cashback into player’s accounts every week.
“The new scheme was designed in consultation with a large group of players and I hope that we have delivered a rakeback program that will suitably reward our loyal players.”
Poker industry consultant Alun Bowden added: “These two schemes represent two companies clearly targeting different ends of the market.
“PokerStars is going after the recreational player, while partypoker looks to be trying to pick up the serious players who feel unwanted elsewhere. They’re both pretty solid efforts, and it could work out well for both of them.”