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US – Alliance Data Systems to expand Penn National’s loyalty

By - 6 December 2018

Alliance Data Systems Corporation has signed a new agreement to provide co-brand credit card services for Penn National Gaming, North America’s largest regional gaming and entertainment company, subject to any requisite regulatory approvals.

The credit card program will expand and enrich Penn National’s customer loyalty program.

Penn National Gaming, which recently acquired Pinnacle Entertainment, now operates 40 properties in the U.S., including multiple Hollywood Casinos, Ameristar Casinos, L’Auberge Casino, the Tropicana Las Vegas and the M Resort Spa & Casino. The company’s industry-leading loyalty program currently offers its customers the opportunity to earn points for gaming and other purchases at its locations. The addition of the credit card program allows customers to earn even more points on hotel, dining and non-gambling entertainment purchases at the company’s properties, while earning additional points when they use the card elsewhere for daily purchases.

Alliance Data’s innovative Frictionless Mobile CreditSM and Instant Card Issuance capabilities will simplify and accelerate the process of applying for and receiving the credit card. Alliance Data’s patent-pending Frictionless Mobile Credit capability enables customers to apply for the card in a matter of seconds from anywhere within a Penn National property through a text message and a few keystrokes. Approved customers receive their card within minutes, printed onsite at many Penn National property through Alliance Data’s Instant Card Issuance capability. Penn National will also leverage Alliance Data’s full suite of data-driven marketing services to gain further customer insights and increase loyalty.

“Our agreement with Alliance Data will allow us to offer customers additional ways to earn valuable benefits, while increasing our current customers’ loyalty and providing us with new insights to help reach even more customers,” said Jennifer Weissman, Chief Marketing Officer, Penn National Gaming. “Alliance Data, through its innovative approach to marketing and loyalty, has demonstrated the ability to drive top-line sales in our industry, and we are excited for the credit card program to contribute to our continued growth.”

Melisa Miller, president, Alliance Data’s card services business, added: “We look forward to leveraging the winning combination of innovative technology and data-driven insights to connect with loyal Penn National enthusiasts and to enable them to earn even more of what they love. By increasing customers’ access to the exceptional experiences they already enjoy, we are confident our unique partnership will help Penn National continue its impressive growth story.”

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