London Clubs International re-launches Player Rewards loyalty programme

21 May 2010

Leading UK casino operator London Clubs International (LCI) has re-launched Player Rewards giving members a higher return than any other UK casino loyalty programme. The new-look programme is innovative and exciting, adapting the prestigious Total Rewards scheme owned by parent company Harrah’s Entertainment in the United States – which is currently the leading loyalty scheme in the casino world for a UK market.

LCI is always looking for ways to enhance its business, and the exciting, improved Player Rewards initiative is a fine example of a scheme that places the company ahead of other UK competitors in rewarding customer loyalty.

Says Michael Silberling, CEO at LCI: 'New Player Rewards is now the fastest earning casino loyalty programme in the UK, giving players more return on their gaming play than any other casino group. We have listened to our customers and enhanced the loyalty programme accordingly so that card holders now benefit enormously from these improvements. We are a marketing driven business and this re-launched programme cements our position as the market leader.'

Key enhancements which have completely transformed the existing programme include doubling the number of points a player earns for their gaming play as well as the introduction of points earning on food and drink purchases – at up to double the rate of LCI industry competitors.

Additional changes include replacing the original gold card with a red one to emphasise the changes in the new programme to customers. A new VIP tier (by invitation only) called Monogram has also been created. The Monogram card is reserved for LCI’s top customers and offers a range of exclusive benefits and privileges befitting to the card holder.

The loyalty programme has been rolled out across all LCI clubs simultaneously and will continue to grow with the introduction of additional benefits for card holders over the coming months. LCI now has the best possible facility with which to reward loyal customers for their patronage whilst strengthening its position as the UK’s leading casino loyalty programme operator.


Notes to editors:

For more information please contact PR Manager Lucy sharp on 07525951447 or email

About us:

London Clubs International is a market leader in the UK casino industry, having owned and operated casinos for over 40 years.  LCI currently owns 10 casino properties across the UK and also operates two casinos in Cairo, Egypt and one in Johannesburg, South Africa.

LCI offers casinos for all tastes and every level of play.  LCI casinos in the UK include The Casino at The Empire (London), The Rendezvous (London, Brighton and Southend), The Sportsman (London), Golden Nugget (London), Manchester235 and Alea (Nottingham, Glasgow and Leeds).

Gaming available at the properties includes American Roulette, Blackjack, Casino Stud Poker, Progressive Poker, Punto Banco (Baccarat), Dice, Pai Gow, electronic gaming and slot machines.

LCI is focused on offering great value and service to its customers and has recently re-launched its loyalty programme across the group, Player Rewards.  The group operates its own Code of Commitment, a public pledge to its employees and customers.

In December 2006, Harrah’s acquired London Clubs International. Harrah's Entertainment, Inc. (Harrah's) is a casino-entertainment provider. It owns or manages, through various subsidiaries, 48 casinos, in the USA and the UK. Its casino entertainment facilities operate primarily under the Harrah’s, Caesars and Horseshoe brand names in the United States.

Harrah’s also owns the World Series of Poker brand and consequently introduced World Series of Poker Europe at Casino at The Empire in 2007. The tournament is now annual and draws some of the world’s top poker professionals to Leicester Square every year.

London Clubs International Ltd is a socially responsible operator with a strong sense of corporate citizenship. We recognise that we have a duty to conduct our business without detrimental effects on either individuals or communities.

LCI's policy on social responsibility includes measures to prevent crime, ensure that gaming is fair, protect minors and other vulnerable persons, address responsible gaming issues and prevent the abuse of alcohol or drugs.

Within the community the Company works with charitable organisations such as the newly merged Help The Aged & Age Concern and lends support at charitable fundraising events. Our most important charitable work is focused on GamCare, the national charity for problem gamblers. LCI supports its work through voluntary contributions to the Responsibility in Gambling Trust which funds treatment, research and education programme.

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