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Casino loyalty schemes have evolved significantly over the decades, changing the way casinos interact with their players. In the beginning, these programs provided simple incentives such as free meals or hotel lodgings. However, as competition intensified, casinos commenced to adopt more complex systems to keep customers. According to a 2023 report by the American Gaming Association, loyalty programs now represent for nearly 30% of a casino’s earnings.

One significant figure in this evolution is Jim Murren, the ex- CEO of MGM Resorts International. His leadership helped to c

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