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A UK First: Rewards Right at the Machine

British casino operator Aspers has introduced a new loyalty program that rewards players with credits delivered directly to the gaming device. It’s called Freeplay Xtra, and it’s never been done before in the UK.

In a first for the UK market, gaming operator Aspers Casinos has launched a new loyalty program that rewards players with instant ”free play” right at the machine.

Freeplay Xtra, as it’s called, uses technology developed in partnership with International Gaming that is being deployed at all four of the company’s casinos, enabling them to offer customers instant point-of-play rewards rather than having to rely on traditional two-stage points-to-voucher-based systems.

Players inserting an Aspers Aspire Xtra players club card in a slot machine or electronic table game earn credits that are added automatically to the customer’s balance. Once a balance reaches £5 the customer can choose to add it to his or her credits at the game.

The new program is available in three tiers: Xtra, Gold and invitation-only VIP.

“It’s innovative and an industry first,” said Aspers COO Richard Noble, who added that the company has “retired” its traditional points-based rewards, stating that they were often “misunderstood.”