MGM Resorts International is raising the stakes on smartphone apps for its Las Vegas properties.
The company is developing separate iPhone apps for each of its 10 properties in Las Vegas, where the company owns roughly 50 percent of all rooms, said Scott Voeller, MGM's vice president of brand strategy and advertising. And it will tie them all together with its Vegas Reality augmented reality app for the iPhone, which was announced in May.
The Vegas Reality app provides a way to access information about hotels, dining, and entertainment options as you stroll the strip. Point your iPhone at resorts and casinos and the app employs the phone's camera and GPS services to float information across the screen. (You don't have to visit Sin City to use the Vegas Reality app; you can try it out from any location.)
Using Vegas Reality, you can book rooms, entertainment, and dining reservations. The app also enables MGM to push special offers and deals for each hotel using a Twitter account maintained by individual properties. Tap the Twitter icon for each resort and you'll get a stream of tweets for room discounts, eating and drinking specials, event tickets, and even job openings.
The Vegas Reality app extends a bit beyond MGM. It provides information on other properties that include the Wynn and the Tropicana, for instance, and it also has a Fun Facts section that offers random information on places and people. Some topics, like Atomic Tourism and Evel Knievel, include YouTube videos. (The latter includes wipe-out footage of Knievel's spectacularly failed 1967 attempt to jump the two fountains at Caesars Palace; it's definitely worth a watch.)
MGM plans to add content in Vegas Reality for live events and the city's club scene in updates due in the fourth quarter. The updated app also may include points of interest beyond the Strip, such as Red Rocks for hikers and Hoover Dam, Voeller said.
In addition to the Vegas Reality app, most MGM resorts their own apps that offer expanded capabilities. The Mandalay Bay app, for instance, enables users to rate the resort's services to provide real-time feedback that can be used to improve the customer experience.
Another unique feature is the ability to create and share content for groups. For instance, if you're planning a wedding at the Mandalay Bay, the hotel can add password-protected content like a list of attendees, photos of the event, and schedules. There is no charge for this service.
MGM also is developing an app for its Players Club loyalty program, which has been rebranded as M life, according to Lou Ragg, executive director of Internet operations and marketing. The app will enable members to check their points and available comps, as well as redeem comps. This app will be available for the iPhone, Android, and BlackBerry platforms, he said.
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