M life … an insurance company?

Editor’s note: While I’m busy with other projects, S&G will be hosting a few guest bloggers. First up is Detroit_1051, who noted some discrepancies in the way MGM Resorts International handles its frequent-player program …

A friend opened her mail from MGM Grand Detroit last week and saw it was regarding M life. Her initial reaction was, “I didn’t know MGM Grand sold insurance.”

She quickly learned that M life is the new, tiered players card program which MGM is rolling out at all of its casinos except for Circus Circus (left). M life replaces the current multi-property MGM Mirage Players Club. The two Mississippi casinos and MGM Grand Detroit are now “live”, and Las Vegas properties will be introduced before the end of the year.

M life’s website has an overview of the new program for each of the three properties. Surprising to me, the benefits and calculations to earn points and achieve higher tier levels differ by property. The card, like the Players Club card, may be used at 12 properties, but the similarities end there.

Slot Points which are the key determinants in tier levels were given to me by players club reps I called at each property:

Beau Rivage: $3 coin-in on reel slots = 1 point. $5 coin-in on video poker = 1 point.

Gold Strike Tunica: $3 coin-in on reel slots = 1 point. $8 coin-in on video poker = 1 point.

MGM Grand Detroit: $1.50 coin-in on reel slots = 1 point. $3 coin-in on video poker = 1 point.

As a point of reference, Bellagio, The Mirage and MGM Grand in Las Vegas all said current Players Club points are:

$1.50 coin-in on reel slots = 1 point. $4.50 coin-in on video poker = 1 point.

Note: I did not speak with anyone at Aria. After 12 minutes of waiting on hold, I decided that was enough. Reps at all the other properties were notable for their courtesy and interest in talking with me. I was impressed.

Bellagio said it expects to implement M life in October. MGM Grand and The Mirage only committed to sometime this fall.

Tiers: There are four published tiers, Sapphire, Pearl, Gold and Platinum.  There is allegedly an ultra-top level tier, Noir, which is not listed on promotional materials.

Sapphire = 0-24,999 tier credits

Pearl = 25,000-74,999 tier credits

Gold = 75,000-199,999 tier credits

Platinum = 200,000+ tier credits

How does one earn tier credits?  That’s where it starts to get tricky. At Beau Rivage and Gold Strike, two tier points are earned for each slot point. But at MGM Grand Detroit, one tier point is earned for each slot point. Tier points may also be earned on table games based on time, bet and type of game.

Tier Benefits: MGM Grand Detroit offers the fewest. No dining offers or discounts are included for any tier level. However, Platinum level does give access to the VIP Lounge. This is not significant because, although it is a nice space, MGM does not comp alcohol anywhere in the casino. The VIP Lounge has a cash bar.  Platinum players also get room discounts and upgrades but, at 200,000+ points, these players likely receive room and dining comps already.

MGM Grand Detroit is a beautiful property with a 400-room hotel and several excellent restaurants, including two by Michael Mina and one by Wolfgang Puck.  However, MGM Detroit is certainly more a locals casino than most other MGM Resorts Int’l properties.

Beau Rivage and Gold Strike offer room, shops, dining and show discounts, and free buffets, based on tier level. Each also gives Bonus Points for accelerated point earning. This is not clearly defined, at least for the public.

The question now is, will M life be an enhancement for Strip properties which will encourage more tourist visitation? We’ll start learning the answer in October.