Hard Rock Atlantic City will introduce its Unity loyalty program to all players Tuesday, replacing the Wild Card program. The scheme links all land-based Hard Rock facilities in North America, according to a report by Frequent Miler.
Wild Card members will be automatically enrolled into the new program, retaining their tier points, balances and offers. Existing players won’t need a new card, although they can request one. The new program includes four tiers: Star, Legend, Icon and X, and it is in place across 13 Hard Rock locations in North America and the Hard Rock Casino Punta Cana in the Dominican Republic.
Earning rates for tier credits, comps and free play will stay consistent, but rates will vary by property. The transition to Unity in Atlantic City has been gradual compared to other locations, with some high-tier members included last year. Customers can download the Unity mobile app to their Android and iOS devices.
The inclusion of the Atlantic City property into the Unity program coincides with Hard Rock’s acquisition of WGames, a prominent developer of free-to-play social games. Buying the software developer has allowed the Seminole Tribe, which owns Hard Rock, to launch Hard Rock Games, a social gaming platform hosting a variety of interactive casino games that are available to play at no cost.
The platform will be integrated with the Unity program, and the company says players can accumulate Unity Points through the platform, which are redeemable at Hard Rock’s cafes, hotels, resorts, casinos and gift shops.
Hard Rock Games includes popular WGames titles like Jackpot Planet and Neverland Casino, as well as Hard Rock’s own offerings such as Seminole Slots, Hard Rock Adventures and Hard Rock Blackjack & Casino titles. While the games are free to access, in-app purchases are available for those who want more gaming credits.
