THE CHALLENGE for momentum loyalty program

Mohegan Sun was losing players to newer and easier-to-get-to casinos. Our job was to give them a reason to come back.

The new casinos were stuck in the old way of thinking, so we came up with something they couldn’t think of, let alone pull off: we put the player in control. Overabove partnered with Mohegan Sun and became embedded with their marketing team to create the industry-leading Momentum loyalty program. From the beginning, Momentum was built to scale: we personalized the program across multiple other properties owned or operated by the Mohegan brand.

Momentum was built with more levels, more privileges and more ways to get players the rewards they really want — all at a lower cost to our client. Modifications, including a tier match promotion and customized benefits, have allowed us to capture player loyalty in multiple highly competitive markets. In the years since its inception, Momentum has consistently ranked among USA Today’s  Best Player’s Clubs in the nation.

Momentum did what its name promised: created more momentum. It left players more loyal to Mohegan Sun and made them want to play more. Positive perceptions spiked in the ultra-important New York market, where 70% said they would spend more money at Mohegan Sun because of Momentum. And Mohegan Sun saved $274 million (in addition to other savings) based on a single program feature.