MGM Resorts (NYSE:MGM) Relaunches Loyalty Program

MGM Resorts (NYSE:MGM) has launched a new initiative to better track how their customers are spending money with them.

Dubbed "M Life," MGM has started an 11-week gambling loyalty program offering numerous rewards.

Among the prizes to offered via sweepstakes are VIP ringside seats at a prizefight, a weekend stay at a suite at the Aria Resort & Casino, or a weekend in Detroit at the MGM Grand, which includes taking in Detroit Tigers' baseball games.

Being tracked by the program will be how consumers spend at company resorts unrelated to gambling, and of course gambling habits as well. Tracking for spending will be in the early part of 2011, while non-gambling tracking will be implemented later in the year.

Other gaming businesses have recently launched reward programs to entice visitors to spend.