Melco Rebuilds Macau Players Club Around App-Based Rewards

At City of Dreams, claiming a reward has traditionally involved paper vouchers, redemption machines or assistance from a casino host. Melco wants customers to handle more of that themselves. The company also expects to get better information about which offers players actually use.

Melco Wants a Clearer Record of Reward Use

City of Dreams Macau president Tim Kelly told Inside Asian Gaming that the rebuilt programme would reduce the need for customers to visit counters or contact hosts.

He pointed to another benefit for the operator: “We can track reinvestment. We can track utilization. We can track engagement.”

The mobile features aren’t entirely new. Melco Club already supported Reward Dollar redemptions for selected Macau promotions in September 2025, according to the App Store version history. The November launch is a wider overhaul of the loyalty programme.

Kelly expects further integrations over the next four to six months.

City of Dreams EBITDA Fell 37% in Q3

On the November 4 earnings call, Melco president Evan Winkler discussed changes made to the sales team during August and September. The company had been examining player incentives and wanted to avoid spending more simply to compete for casino customers.

The preceding quarter had been difficult. Melco’s Q3 financial report shows group Adjusted Property EBITDA falling from $380.4 million to $287.6 million. That is a $92.8 million decline, or 24.4% year on year.

City of Dreams Macau accounted for much of the reduction. Its Adjusted EBITDA dropped from $206.9 million to $130.3 million, a decrease of $76.6 million, or approximately 37%. The property’s decline was equivalent to roughly 83% of the group’s total year-on-year EBITDA reduction, based on Melco’s reported figures.

No savings target has been disclosed for the revised Players Club. Kelly said the programme would remain one of City of Dreams’ priorities through 2027.