Most Valued Guest loyalty programme

The Group’s highly successful Most Valued Guest (MVG) loyalty programme is offered by all Sun International casinos. This includes Monticello in Chile and the Ocean Sun Casino in Panama. The programme offers members increasing benefits as they move up four levels, with our top-rated Platinum members receiving only the best rewards across the Group.

This exclusive card gives our top players the status, benefits and recognition they deserve in acknowledgement of their patronage. The MVG Platinum card is highly sought after by our customers and continues to be the best-performing sector of our customer base.

We will soon be launching an entirely new rewards programme – SunRewards – that will replace the current MVG offering to extend beyond gaming and include hotels, restaurants and entertainment across the Group.

SOUTH AFRICA

For the year under review, the number of active MVG cardholders declined by 4.1% to 376 000, with earning potential (EP) up 4.8% on last year.

There were 64 000 sign-ups to the MVG programme at our South African casinos.

For the year ended June 2014, Platinum and Gold cardholders at our South African casinos accounted for 20% of active cardholders and 84% of EP contribution.

 

  MVG CUSTOMER SEGMENTAL ANALYSIS      
      2014   2013  
  Card level   Points   
threshold  
Active   
guests  
%  
EP   
contribution  
%  
Active   
guests  
%  
EP   
contribution  
%  
  Platinum   4 500   3   48   2   43  
  Gold   475   17   37   15   41  
  Silver   50   24   9   23   10  
  Maroon   Free   56   6   60   6  

Statistics for the year ended June.

 

CHILE

In the year under review, there were 117 000 MVG cardholders active and 36 000 sign-ups. Overall the number of active cardholders for the year decreased by 30.5%, although Platinum and Gold cardholders were least affected and declined by only 8.5% and 14.3% respectively. These decreases can be attributed to the smoking ban in place on 1 March 2013.

The EP from active MVG cardholders was down 12.4%, in line with the decrease in revenue.

For the year ended June 2014, Platinum and Gold cardholders at Monticello accounted for 8% of active cardholders and 83% of EP contribution.

  MVG CUSTOMER SEGMENTAL ANALYSIS      
      2014   2013  
  Card level   Points   
threshold  
Active   
guests  
%  
EP   
contribution  
%  
Active   
guests  
%  
EP   
contribution  
%  
  Platinum   3 000   1   45   1   43  
  Gold   300   7   38   6   39  
  Silver   30   14   9   12   10  
  Maroon   Free   78   8   81   8  

Statistics for the year ended June.