MGM's Loyalty Renaissance: How Emotional Loyalty Is Elevating Affinity

Forbes

08-05-2025

KNOKKE-HEIST, BELGIUM - JULY 27: The cast of Cirque du Soleil performs the local premiere of Kurios ... More during the Cirque du Soleil's Kurios: Cabinet Of Curiosities on July 27, 2023 in Knokke-Heist, Belgium. (Photo by)
In today's cluttered experience economy, brand loyalty is more than just points and perks—it's about cultivating emotional resonance that turns casual customers into lifelong advocates. MGM Resorts is betting big on that transformation, reimagining its loyalty strategy with a focus on exclusive access, experiential storytelling, and cross-industry innovation.
For years, the casino industry leaned heavily on transactional rewards: comped rooms, buffet credits, and tier-based status. But with shifting generational expectations—especially among Millennials and Gen Z—MGM is embracing a new loyalty model built on personal relevance and story-worthy experiences.
This strategy marks a pivot from transaction to transformation, aligning MGM's high-touch entertainment assets with travelers who want to be inspired—not just rewarded.
Central to this evolution is MGM's partnership with FNBO (First National Bank of Omaha), the issuer of its co-branded credit card. But FNBO's role goes far beyond traditional card partnerships. The bank has become a strategic experience curator, injecting MGM's brand into customers' everyday lives through innovative loyalty design.
Jerry O'Flanagan, a FNBO executive summed up their philosophy powerfully: 'We're not in the business of issuing cards; we're in the business of creating moments that matter.'
FNBO is executing on that mantra through:
According to O'Flanagan, the goal is to 'blur the line between everyday spend and extraordinary reward.' Whether it's grabbing lunch or booking a suite in Vegas, the card becomes a gateway to experiences that feel personal and meaningful.
The FNBO team emphasized their focus on emotional currency: 'You have to win in the everyday moments. That's where brand stickiness happens—not in the once-a-year vacation.'
Across the loyalty space, the battle for attention is increasingly won at the emotional level. Brands that offer personalized, curated access to memorable experiences consistently outperform those relying on discounts and traditional incentives alone.
MGM's curated access to everything from UFC fights to Cirque du Soleil shows taps directly into today's aspirational consumer mindset: 'Let me live a story worth sharing.' And FNBO's infrastructure brings that story to life with seamless, always-on access to these moments.
Inside the Iconic Mastercard: A Loyalty Multiplier
One of the most significant recent innovations is the newly launched Iconic Mastercard, developed in partnership with FNBO and Mastercard. The $249 annual fee card is designed for guests who want to earn faster and unlock more—without already being at the top of the elite pyramid.
'We saw a gap in our ecosystem,' Anil Mansukhani, MGM VP Loyalty Marketing explained. 'This product gives that mid-tier guest—someone aspiring toward Platinum status—a faster path to benefits they care about.'The card's structure makes that promise real:
$400 acquisition bonus
$200 annual resort credit
6x points on MGM property spend
10,000 tier credits after $25K annual spend
A free night reward
It also delivers outside-the-resort benefits like TSA PreCheck/Global Entry and Priority Pass digital lounge access. Mansukhani was particularly intentional about the card's name. 'We called it Iconic because that's what our guests want—access to the kind of experiences they can't find anywhere else,' he added. And that's not exaggerating. Just this past month, MGM Rewards members gained exclusive access to the Masters golf tournament and premium experiences.
4 Lessons from MGM for Loyalty & Strategy Pros:
MGM's loyalty transformation holds powerful lessons for brand leaders across hospitality, travel, fintech, and retail. Here are four core takeaways from my interview with Mansukhani:
1. Listen First, Design Second
Mansukhani credits much of MGM's recent success to a culture of listening deeply to members. From card benefits to experience design, customer feedback shaped every decision. 'Our guests told us what they wanted—more access, faster paths to status, curated experiences. We just had to listen and build.'
2. Friction is the Enemy of Loyalty
Whether through self-service tools, early access perks, or mobile-first redemption, MGM is committed to removing roadblocks between guests and the moments they value most.
3. Emotional Loyalty > Transactional Loyalty
By combining data and empathy, MGM is creating personal moments that surprise and delight—from favorite wines in the room to recognition at check-in. That's the currency that drives word-of-mouth and repeat visits.
4. Partnerships Multiply Impact
By aligning with trusted brands like Mastercard, Marriott, and Royal Caribbean, MGM extends its value proposition far beyond the casino. These alliances not only deepen loyalty—they generate new avenues for customer acquisition.
As younger generations reshape the consumer landscape, loyalty must become immersive, emotional, and integrated. MGM and FNBO are leading the way by showing that banks and travel brands, when working in tandem, can deliver not just utility—but identity.
This isn't about status—it's about stories. And as MGM leans into curated, emotionally charged experiences, and FNBO powers the infrastructure behind them, the two are rewriting the rules of loyalty for a new generation.
Because in the end, the real prize isn't just repeat visits—it's becoming part of your customer's everyday narrative.