Loyalty programs are a marketing scheme in online casinos that have been put in place to encourage custom membership, bonuses that are unique, cash back, and other unique features that should enrich the player’s gaming experience and keep him/her coming back. In a way, users are given something in return, they are valued and in return, they are willing to stick to the selected platform. 

Perhaps the most distinctive feature of these loyalty programs is a tiered structure where points are awarded for the activities of the players and the more advanced level they attain is associated with more impressive rewards. This particular approach in the loyalty system is quite efficient since it makes players compete to offer more time and money to advance to a higher level. More specific incentives, for example, bonuses that can be credited to a player’s favorite games, are the additional links between the player and the brand, which makes the experience more enjoyable and relevant. 

However, there are certain aspects on how these programs benefit the companies or the organization and there are always improvements that can be made on these objectives. For instance, the rewards given for the lower levels are normally very limited, making non-enthusiastic players feel as though they cannot get any valuable incentives. However, some programs still have more explicit issues, for example, players do not know how points are accrued or how they can be used to earn rewards, this eventually causes frustration and dropout. 

Nevertheless, there is so much that online casinos should do to boost the functionality of the loyalty programs: the inclusion of a wider variety of prizes and bonuses for diverse forms of players, including those who play modest wagers. Other improvements could entail clearly outlining how the program functions or providing upgraded perks that exclude special game or event access that could further motivate players to remain loyal. 

All in all, it could be concluded that the customer loyalty programs being used by online casinos significantly aid in the creation of brand loyalty; however, the efficiency of such schemes must be increased due to the enhancement of its key parameters – inclusiveness, openness, and individual approach.