Wind Creek Hospitality is moving beyond SMS-based loyalty with a new mobile application that integrates loyalty into three casinos in Alabama.

Previously, Wind Creek Hospitality was only using a SMS database to push out contests and drawings. The new mobile program includes an iPhone and Android app as well as a mobile Web component built with HTML5.

“Wind Creek’s strategy behind the apps for Wind Creek Atmore, Wind Creek Wetumpka and Creek Casino Montgomery is geared toward offering simple, convenient and easy-to-use mobile apps for their casino guests to seek information, see player’s account information and receive valuable push notifications with special offers and alerts,” said Michael Perhaes, vice president of marketing at Wind Creek Hospitality, Atmore, AL.

“Future strategic plans include migrating their existing SMS list to the smartphone apps to provide a more engaging experience for players,” he said.

Wind Creek Hospitality operates Wind Creek Casino & Hotel Atmore, Wind Creek Casino & Hotel Wetumpka and Creek Casino Montgomery.

Wind Creek Hospitality worked with Joingo to develop the new mobile rewards app.

Rolling the mobile dice?
The new mobile tools let the casino’s The Club loyalty members access point balances and view their tier status in real-time.

Additionally, members will be able to access free play and property amenities via the app.

Wind Creek Hospitalty will also have the ability to send out targeted push notifications to reward program members.

The goal behind the apps is to build a deeper relationship with members that are increasingly turning to their smartphones and tablets to help manage their loyalty points.

The new app

Building mobile loyalty?
Wind Creek Hospitality is certainly not the only casino to realize mobile’s potential.

In September, Bodog Canada rolled out what the company claimed to be the first mobile casino (see story).

Additionally, Jimmy Buffet’s Margaritaville Casino & Restaurant mobilized its loyalty program last year (see story).

Also in 2012, Las Vegas’ The Palazzo and The Venetian rolled out a mobile app with turn-by-turn directions designed to help gamblers find their way around the casinos (see story).

“Two thousand and fourteen will be the break-out year for mobile in the gaming industry,” said Danielle Dettmann, customer engagement manager at Joingo, San Jose, CA.

“Having a mobile strategy in place for your casino is no longer a nice-to-have, it’s a must-have,” she said “Casino guests are always connected via their mobile devices, and have come to expect 24/7 access to information like points balances, offers and even free-to-play games.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York