MGM Springfield offers its M life Rewards program in advance of casino opening –

SPRINGFIELD — MGM Springfield wants future guests to sign up for its M life Rewards loyalty card program now that the grand opening of the $960 million casino is less than a month away.

MGM announced this week that it’s offering people who already have customer loyalty cards at competing casinos the opportunity to join M life at a level comparable to the one the customer has at the competitor

MGM will host a sign-up party from 10 a.m. to 7 p.m. both Saturday and Sunday at the MassMutual Center in Springfield. The event is open to anyone 21 or older.

Loyalty card programs are valuable to casino operators because they generate data on spending and gambling, with contact information, so casinos can target their marketing efforts.

In return, customers who sign up get special room rates, presale show tickets, priority reservations and invitations to members-only events at MGM Resorts properties across the country, according to a news release.

“With our opening day almost here, now is the time for our future guests to become M life Rewards members and make sure they start earning benefits from day one,” said Anika Gaskins, vice president of national marketing for MGM Springfield, in a statement.

The first 100 sign-ups on each day will receive an invitation to a pre-opening casino event. Each new M life Rewards member will have an opportunity to enter to win a motorcycle from Indian Motorcycle of Springfield on Sept. 16. Some attendees may also qualify to win concert tickets to Stevie Wonder or Comedy Get Down, the Pioneer Valley’s own country recording artist Aaron Lewis of Staind, or “4U: A Symphonic Celebration of Prince” at Symphony Hall. 

M life — the l is not capitalized — includes a military and veterans program, benefits for spending that is not gambling and partnerships with companies

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