RSI, or Rush Street Interactive, has just unveiled its latest offering: a new VIP rewards platform named iRush Rewards. The new platform is meant to make it much easier for players to keep track of their accounts and redeem as well as earn points, and promises a number of other perks.

Rush Street Interactive, a prominent player in the online gaming industry, published the launch of its new VIP rewards program, iRush Rewards, last Monday. This new program is designed to simplify the process for bettors for earning and redeeming points, while providing a clearer view of their existing status within the program. The move marks a significant step for RSI in its quest to enhance customer loyalty and retention.

A tiered approach to rewards

iRush Rewards adopts a tiered system commonly seen in traditional rewards programs in casinos. The program's structure is divided into three distinct tiers: Gold, Platinum, and Black, each offering unique benefits and perks. This marks the first time that Rush Street Interactive has applied tier credits within its rewards plan, allowing bettors to earn both loyalty points and bonus store points.

One notable feature of the iRush Rewards program is that once a player is able to reach a specific tier level, they can retain the benefits associated with that tier for the remainder of the current earning period (six months), plus the entire next six-month period, up to a full year. For example, a player who attains Black Tier status on the 12th of January, 2024, will maintain that status until the 31st of December, 2024. This extension is aimed at providing added value to players and ensuring a longer-term commitment to the platform.

The iRush Rewards program is available in several North American markets where RSI operates. These include US states such as New Jersey, Delaware, Colorado, Indiana, Illinois, Iowa, Michigan, Virginia, New York, West Virginia, and Pennsylvania. It also includes Ontario, Canada. This broad geographic reach positions RSI to capture a diverse audience of online gamers and sports bettors all the while enhancing its competitiveness in the iGaming and sports wagering market.

Enhancing customer acquisition through loyalty programs

Loyalty programs are a proven strategy for customer acquisition and retention across various industries, including hotels, airlines, and casinos. However, iGaming and online sportsbook operators without ties to on-site gaming venues often struggle to match the effectiveness of standard gaming counterparts in leveraging such programs. Additionally, new bettors frequently face challenges in understanding how they can earn points and what rewards these points can be converted into.

RSI's new rewards program addresses these concerns with a straightforward approach. "Players now earn points based on the type of casino game they are playing, such as slots, progressive slots, video poker, or table games," the company explained in a press release. It added that additionally, sports bettors now earn points for Same Game Parlays depending on the number of legs, instead of a single rate applied before. This change provides greater value to SGP bettors when they bet with BetRivers.

Greater transparency in rewards programs

Transparency and clarity are essential components of a successful rewards program, and RSI is undoubtedly aware of this. Whether it's a casino rewards platform or a frequent flier miles program, customers appreciate knowing their current status and what steps they need to take to get to the next level. While hotel and airline rewards programs are clear in this regard, some gaming operators (whether online or land-based), have faced criticism for their opacity.

RSI is taking steps to alleviate these concerns with its revamped loyalty platform. "The new loyalty interfaces allow players to view and track from a single location their status, points, and advancement toward higher levels and tiers," the company stated. It added that additionally, players can easily see their existing benefits and, equally important, the benefits they will be entitled to upon reaching the next level or tier.

By offering a more intuitive and transparent rewards program, RSI is all set to strengthen its customer acquisition and retention strategies. As the competition in the iGaming and sports betting markets intensifies, innovations like iRush Rewards could provide Rush Street Interactive with a distinct advantage.