New Zealand: SkyCity launches new loyalty experience
Reimagined brand brings unified access and carded play across New Zealand properties.
Key points:
– SkyCity replaces Premier Rewards with new Show by SkyCity loyalty programme
– One connected card grants access to gaming, dining, accommodation and attractions
– Carded play now mandatory at all SkyCity New Zealand casinos
SkyCity Entertainment Group has launched Show by SkyCity, its new loyalty programme designed to unify and elevate the customer experience across its New Zealand properties.
The initiative replaces the long-running Premier Rewards system with a streamlined, customer-focused model centred on a single connected card.
According to SkyCity, Show by SkyCity is built to reflect the changing ways customers interact with entertainment. The programme aims to provide flexibility, recognition and greater control for users, whether they are visiting a casino floor, dining with friends or booking a hotel stay.
Caroline Ah Chong-Douglas, SkyCity General Manager Marketing and Sales, said the rebrand stems from in-depth customer insights and was developed to create a more cohesive and intuitive journey. “Show by SkyCity is not just a change in name. It brings the entire SkyCity experience under one umbrella, allowing customers to access rewards and services in a way that suits them,” she said.
Good to know: Registration is available online, via kiosks or with assistance at SkyCity properties and takes under five minutes
Show by SkyCity also introduces a major operational change with the nationwide adoption of carded play. From now on, all customers must sign up to participate in gaming activities at SkyCity casinos. This move supports SkyCity’s responsible gaming framework, with new features including session tracking and voluntary breaks built into the system.
The loyalty card provides access to gaming, restaurants, hotels and attractions across all SkyCity locations in New Zealand.
Last month, it was announced that eight former SkyCity leaders face legal action linked to compliance failures.
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