The Arriva Card, the first credit card designed specifically for use in casinos, has initiated a ‘Bounty Program’ that rewards casinos for each approved Arriva application resulting directly from casino activity. Launched less than a year ago, Arriva has already extended over US$40 million in credit to responsible gaming patrons. Arriva cardholders use the card to get better terms for in-casino cash advances - and to receive points for cash back and other valuable rewards.

The casinos receive a cash reward for each new Arriva account, if the application comes through channels such as casino mailings, newsletters and websites. Arriva supplies the materials - brochures, insertions, ads, web links, etc. - to make the process almost effortless for the casino. Casinos also get rewarded for each account that comes via the Arriva Card on Demand program, which allows casino cashiers to process Arriva applications on the spot.

Approved applicants receive an Arriva card within minutes, with up to US$10,000 credit at no risk to the casino. More than 75 casino properties in the US now benefit from the Arriva Card on Demand. Arriva can deliver more cash to patrons and the casino floor. To date, the average in-casino Arriva Card cash advance is significantly larger than those completed with any other credit card.

Todd Smith, senior marketing VP at Global Cash Access, Inc. (GCA), parent of Arriva Card said: “We want to demonstrate to casinos how Arriva helps their business, so we're incenting them to help us sign-up additional qualified cardholders - experienced casino patrons with strong credit histories.” According to Smith, the larger volume of Arriva Card cash advance transactions is a result of Arriva's advantageous terms for customers, generous rewards program and ability to provide immediate access to the card's entire credit line.

Even though the Arriva Card is still in the early stages of marketing, casinos have seen significant percentages, in some cases over 16%, of cash advance volume coming from Arriva Cards, as the product has been designed to treat casino cash advances as entertainment purchases, and not as costly personal loans. Arriva Cards give responsible gaming patrons with strong credit and in-casino cash advance histories more access to cash, and at better terms, than they would typically have with traditional credit cards.

Unlike the majority of credit cards available, the Arriva Card offers a true grace period on cash advances because it does not begin charging interest immediately after the transaction, gives reward points for cash advances, allows cash advances of the entire Arriva Card credit line, and charges lower fees and interest rates on cash advances. CIT Bank is the issuer of the card. Arriva Card, Inc. is the administrator and services all Arriva Card accounts. Arriva Card is a product of Arriva Card, Inc., a wholly owned subsidiary of Global Cash Access Holdings, Inc., and can be used in the 800-plus casino locations in the U.S. and Caribbean that are GCA customers.

Global Cash Access, based in Las Vegas, is the world's leading provider of cash access and related services to the gaming industry. GCA serves over 1,000 casinos and other clients in the U.S., Canada, Europe, the Caribbean and Asia, and helps casinos give patrons more access to cash via ATM, debit card, check cashing and credit card cash advance transactions. GCA also provides services that improve casino marketing and credit decision-making via proprietary databases, and streamline cashier operations through web-based technology. The company is committed to developing technologies and services that enhance casino profitability and customer loyalty. (E-05.11.07)

© Copyright 2007 CasinoCompendium



>>> return to archives
>>> return to frontpage