As we mentioned in February 2017, the Borgata Rewards program will transition to Mlife Rewards some time this summer. Yesterday, Borgata sent a reminder email titled “M life Rewards Coming Soon to Borgata!” The transition of Borgata Black to Mlife Gold is of particular interest to me, since Borgata Rewards has three tiers in their loyalty program (Red – Black – Titanium) while Mlife has five tiers (Sapphire – Pearl – Gold – Platinum – Noir).
Very little specific information has been shared about the transition of Borgata Black to Mlife rewards. The official statement mentions Mlife Gold :
Q: Am I still earning towards Black Label status?
A: Yes, continue to play at Borgata using your My Borgata Rewards card to earn Black Label status. When the transition to M life Rewards occurs, your progress towards Black Label, earned Comp and Slot Dollar balances, plus current offers will all transfer to M life Rewards.
Q: What can I get with my Black Label card at MGM Resorts?
A: Present your My Borgata Rewards Black Label card at the M life Rewards desk at any M life destination and receive immediate upgrade to Gold M life Rewards status.
Borgata Black means Mlife Gold
Currently you can show your Borgata Black card at an Mlife property and your Mlife card will be upgraded to Gold. Does this mean that Borgata Black Label status will correlate directly to Mlife Gold status? Is this just an interim measure designed to entice Borgata Black Label card holders to visit Mlife properties in other markets such as Las Vegas? It is also interesting to note that the current top tiers in World of Hyatt, Explorist and Globalist (formerly Hyatt Platinum and Diamond), also match to Mlife Gold. Another interesting observation is that previously Hyatt Diamond matched to Mlife Platinum. In addition, current Mlife Gold and Platinum cardholders can show their Mlife card and upgrade to Borgata Black Label.
Is MGM just being vague about upgades to Mlife Platinum? It makes sense that a Hyatt (non-gaming) match gets you Mlife Gold, but I question exactly how Borgata will deal with the transition of their Black Label members. For example, Borgata Black Label gets access to the VIP Amphora Lounge. There is no similar benefit for Mlife Gold in a market like Las Vegas. Borgata Black and Mlife Gold both get free self-parking and valet parking. Mlife Gold and Borgata Black also both have buffet line privileges and priority check-in. (Though, Mlife Platinum has a “more premium” published check-in benefit.)
Distinguish Borgata Status Match Customers from More Qualified Borgata Black Players
My thought, is that the vagueness about the transition gives Borgata a great opportunity to differentiate among Borgata Black Label players. As we know, Borgata Rewards has had an ongoing status match program (Trade Up to Black Label) from competing casinos. It has been rather easy for Caesars Diamond customers to match year after year to Borgata Black without maintaining any significant level of play at Borgata. This is a great opportunity for Borgata to upgrade “more valuable” Borgata Black Label members to Mlife Platinum Status. Or, will it just be a very linear and simple transition of Borgata Black to Mlife Gold?
I have noticed some host discretion with regard to status upgrades over the past year, so my guess is that there will also be some discretion when the transition actually occurs. For example, Borgata hosts can upgrade (or renew) a Borgata Black Label card remotely, and prior to a visit. So, you can arrive with the Black Label status even if you had not visited in quite a few months.
The topic of casino status upgrades via FoundersCard or casino status match is often a very sore subject among casino patrons. Many feel a bit alienated when they earn status via casino play but someone else will get upgraded to the same status with no prior play history.
Once the Borgata Rewards to Mlife transition is complete Borgata is going to have to distinguish between Mlife Gold and Mlife Platinum patrons. It will be very interesting to see what the differentiation will be at Borgata Atlantic City. I have purposely not mentioned Borgata Titanium (Top Tier) and Mlife Noir since I believe that will be a more consistent transition due to the very significant play requirements for both of those status levels. I would actually feel comfortable claiming that Borgata Titanium is even more exclusive than Mlife Noir.