The Loyalty Program with a Loyal Following

mychoice is Pinnacle Entertainment’s enterprise-wide loyalty program for a large number and variety of casino brands and properties. In order to increase affinity and awareness of the program, as well solidify mychoice properties as go-to destinations when guests played outside of their home markets, we positioned mychoice as a “lifestyle brand.” One that rewards its members with everyday access and advantages at any property in the mychoice universe—in addition to extraordinary gifts like vacations, cruises and car leases.

Elements included congratulatory tier-level videos, printed and bound member program catalogs, digital brochures, and large-scale environmental signage (murals, elevator wraps) for maximum impact.


            3X increase in Top Tier membership (since launch)
            +15% Cross-Property Revenue (since 2014)