Sun International Rolls out New MVG App

South Africa’s leading casino and hospitality group, Sun International has launched a new app that will streamline communication for its MGV (Most Valued Guest) programme.
The goal of the new app is to improve and enhance Sun International guests’ customer experience.

According to Anthony Leeming, the chief executive officer of Sun International: “The Covid-19 pandemic has catapulted the world into the digital era and has forever changed customer expectations and how we communicate with them.”

“Our MVG’s are no longer prepared to spend hours trying to access information about the best room rates or to confirm how many points they have to redeem. They want instant access to information and they literally want it at their fingertips. The new App gives this to them.”

Sun International launched its MVG loyalty programme in 1994, and it was the first of its kind to offer free membership. When first launched, MVG loyalty only applied to play on Sun International casino floors. However, the group decided to expand the programme to include hotels and leisure in 2016.


Three Decades of MVG Programme

When the MVG programme was launched over 27 years ago, jackpot winnings were recorded by hand into rewards booklets that players carried around with them on the casino floor.

Since then, the programme has expanded to include four tiers of players, instead of the original two.

The MVG app allows players to whizz through a speedy platform and streamline communication. They can find the best rates at Sun International properties and leisure facilities, find invitations to functions and other special events and information about casino promotions.

The app also allows players to access information about the best jackpots at slot machines on the casino floor, as well as their payout history.

Said Leeming about the MVG programme:

“When we first launched, we had approximately 10 000 members whereas now we are seeing signups of 12 000 to 15 000 new members a month. Many of our original members are still with us, and one, who is 91 years old now, has assured us he will be switching to our new App.”

“We will continue to use our existing communication platforms, but MVGs who switch to the App will enjoy a richer, more interactive experience in terms of communication, accessing data and access to special activations unique to our App users.
“Most importantly we will continue investing in the App with future release making it more transactional and more enjoyable and useful for our MVGs.”