Online gaming company Rush Street Interactive has announced the official launch of its new and improved loyalty program.
Open to players of RSI's BetRivers and PlaySugarHouse casinos and sportsbooks, the new program is intended to make it easier for players to earn and redeem rewards with the company.
Players can access a range of different benefits, with top perks including luxury gifts, vacation packages, and complimentary cruises. All players will have access to the tiered system, where they can move through Gold, Platinum, and Black levels to access different benefits.
BetRivers and PlaySugarHouse will have a new loyalty rewards program, parent company Rush Street Interactive announced today; the new program sets awards in color-coded tiers similar to other major gaming operators; sports bettors will also earn increasing points for each SGP leg
— Ryan Butler (@ButlerBets) August 26, 2024
3 types of points to be earned
Every bet at BetRivers and PlaySugarHouse now earns players three different types of points: Loyalty Points, Bonus Store Points, and the newly added Tier Points. The idea is that the new range of exclusive prizes will entice the company’s most loyal customers to keep coming back.
The reward scheme's stability has also been tweaked, following player feedback. Once players gain access to a new Tier Level, they retain that access for the duration of the current earning period of six months, along with the entirety of the next six-month period, up to a total duration of one year.
Casino games such as slots, progressive slots, video poker, and table games will all be eligible for points. The company’s sportsbooks will reward players in a similar way. Additionally, Same Game Parlays (SGPs) will earn points based on the number of legs, rather than the single rate previously applied.
“As a player-first operator, we listened to our players' feedback and made improvements,” RSI CEO Richard Schwartz explained in a press release.
“Since RSI’s inception we’ve prioritised player retention. With our extremely fast growth in new customers over the past few years, it was imperative we continue to invest in new player benefits and creative ways to add value to our player experience, re-affirming our philosophy to always put players first.”
A new interface for RSI’s loyalty scheme
One of the other new additions being touted is the improved user interface, which gives players access to all the data on their iRush Rewards.
From the loyalty interface, players can see their status and points totals, and know at a glance how far they have to progress to the next level on the program. All benefits that players are currently eligible for are clearly displayed via the interface, and players can also sneak a peek at what they can expect when they reach the next tier.
“We always look for new ways to continually enhance our loyal players’ experience,” Schwartz adds. “The improvements to the multifaceted iRush Rewards Loyalty Program take our loyalty program to the next level, creating what we believe is improving on what we already considered to be the best in the industry.”
Continued investments in player retention
RSI is a company known for its focus on retention, which it says has been the cornerstone of its growth since 2012. Throughout 2023, RSI grew its revenue to $691 million and attributes its record performance in both revenues and adjusted EBITDA to strong customer engagement and retention. It also improved its adjusted EBITDA by $100 million compared to the previous year.
Based on its strong Q4 2023 performance, the company initiated revenue guidance in March for the full year ending Dec. 31, 2024 to be between $770 and $830 million. Hitting $800 million would represent 16% year-over-year growth, when compared to $691 million of revenues for 2023.
