Resorts World Set to Rebrand Genting Rewards Loyalty Program
Resorts World has teased a rebrand of its players club, Genting Rewards.
Possibly because nobody in America knows what a “Genting” is or how to remove one without damaging the skin underneath.
Resorts World is owned by Genting Group, a Malaysian company.
Genting Rewards will launch its loyalty club rebrand on June 1, 2023.
An e-mail from Resorts World says, “We’re rebranding our loyalty program, focusing on enhancing every aspect to ensure that our loyal members—like you—receive the royal treatment they deserve.”
We aren’t particularly loyal, but we appreciate the sentiment.
That was pretty much the extent of the communication, but we trust the new name will keep the “Rewards” in its name, it’s the law.
A number of casino companies have rebranded their loyalty clubs in recent years, almost universally to make the name clearer and more memorable.
We broke the news Total Rewards, the loyalty club of Caesars Entertainment, would switch to Caesars Rewards. The rebrand happened Feb. 1, 2019.
M Life, the loyalty program of MGM Resorts, became MGM Rewards on Feb. 1, 2022. Here’s more.
Wynn’s Red Card became Wynn Rewards on Dec. 21, 2020.
Boyd Gaming’s B Connected loyalty club was renamed Boyd Rewards.
Just recently, Penn Entertainment’s MyChoice became Penn Play. They operate M Resort.
Most companies are just going with “Something Rewards.”
It couldn’t hurt Resorts World (despite being a peculiar name to begin with) to rebrand its loyalty club to Resorts World Rewards.
Following four arduous minutes of deep diving into the second page of search results on Google (it’s called investigative journalism, hello), we finally figured out where the name “Genting” came from.
“Genting” comes from combining two words in Mandarin that mean “peak above the clouds.”
While romantic, Resorts World is still struggling a bit to find a foothold in Las Vegas, so a better name for its loyalty club could be a step in the right direction.
We’ll update this story when the rebrand launches, so you have something to look forward to other than a new ASMR trigger involving slurping mee goreng. Which everyone knows is a popular street food in Malaysia, a federal constitutional monarchy consisting of 13 states and three federal territories, which we definitely knew off the top of our head without using Google or Wikipedia or whatever the kids are using now.
Oh, all right, here’s what ChatGPT says about Malaysia, “Nestled in Southeast Asia, Malaysia is a vibrant country that entices travelers with its rich heritage, delicious cuisine, and warm hospitality. From the bustling streets of Kuala Lumpur, the cosmopolitan capital, to the idyllic beaches of Langkawi and the dense rainforests of Borneo, Malaysia offers a diverse range of experiences for every kind of adventurer. Immerse yourself in the colorful tapestry of Malay, Chinese, and Indian cultures, explore ancient temples and colonial architecture, or embark on thrilling wildlife encounters with orangutans and proboscis monkeys. Whether you’re a nature lover, a food enthusiast, or a history buff, Malaysia is sure to leave an indelible mark on your heart.”
We honestly have no idea if any of that is true. We’re very suspicious of A.I., mostly because it uses Oxford commas, which is lame.
We gave A.I. this prompt, “Write a closing sentence for our blog post about a casino rebranding its loyalty club.”
Like a champ, ChatGPT wrote, “Step into a world of elevated gaming experiences and exclusive rewards as our casino unveils its revamped loyalty club, promising an unforgettable journey for our esteemed guests.”
Don’t worry, Resorts World marketing copywriters, there are lots of other jobs out there! Update that LinkedIn page and start networking.
Update (5/30/23): We have been informed by a commenter, in a really snooty way, “Genting” is a Malay word meaning “rooftop” or “trying moments.” Google says “Genting” means “critical” in English. We don’t want to be rude to our snooty reader or Google, but we don’t suspect this has anything to do with why Genting is called Genting.