2017 VIP Club Changes
Today we began contacting players to provide notice of important planned changes to our VIP Club, notably that our current VIP Club, with rewards centered around monthly and annual statuses, will be replaced sometime in 2017 with a new, combined rewards program for poker, casino and sportsbook.
At the beginning of 2016, we made changes to the VIP Club to improve the overall poker ecology. We've seen improvement in the key areas that we targeted. Players are getting more bang for their buck, which we can see in a number of ways: more players are seeing a flop, recreational players are depositing more, and new players are playing more (i.e. players are better enjoying their experience at the tables and want to play again).
That's why we're making more changes in 2017 to continue to bring a more enjoyable and more compelling experience for our players. Our new rewards program will reward players for their activity across many of our products and brands where available; whether it's poker, casino or sportsbook. Although players won't have to play any specific platform in order to progress, players will receive rewards for many different things, rather than solely being rewarded for playing a lot of poker hands as is the case currently.
A key challenge with the current rewards system is that player progress resets each month. While that's great for those that play the most, the vast majority of our players only play intermittently and casually; resetting VIP progress each month can make it a tough rewards system for those players to engage with. So, at some point during 2017, we will make the switch from the current monthly status system to one that is more personalized to your recent gaming activity and player profile.
Also, from January 1, 2017, Supernova annual status will become a monthly status until the launch of the new rewards program. Anyone who achieves Supernova in 2016 will retain their status until such time as the new program is implemented. The value of monthly VIP rewards and VPP requirements for all statuses in 2017 is still subject to change. When our new reward program is deployed all players will receive rewards according to that new system.
We have sent an email to all Supernova status players and all players who have earned at least 45,000 VPPs in 2016 to inform them of these upcoming changes.
We have heard the feedback from players who felt that they did not receive enough notice about the implementation of VIP changes for the start of 2016. Consequently, we're working hard to avoid repeating that situation by sharing this broad vision for the rewards program in 2017, even when we have not yet decided on all the details or launch date. These details will be informed by further careful analysis in coming months, but we will endeavour to share what we can, when we can. This blog and the associated email to players is the first step in that process.
Eric Hollreiser is Vice President of Corporate Communications for Amaya Inc. and PokerStars.