American digital asset platform developer Bakkt Holdings Incorporated has inked a deal that is to see its technologies integrated into the Caesars Rewards loyalty program from giant casino operator Caesars Entertainment Incorporated.

Pending local regulatory approvals, this arrangement will allow Caesars Rewards patrons to redeem their credits via the advanced Bakkt Crypto Rewards scheme. The Georgia-based innovator believes this partnership will allow Caesars Entertainment Incorporated to offer its patrons a seamless experience online and further improve its more traditional customer retention methods.

As part of the fresh alliance and Georgia-based Bakkt Holdings Incorporated revealed that the auditorium within its new partner’s prestigious Planet Hollywood Resort & Casino venue is to be rechristened as the Bakkt Theater. This Las Vegas facility, which was formerly known as Zappos Theater, features a VIP table seating concept alongside multiple seating configurations that allow artists to create the live vibe that best suits their performance.

“As today’s customers grow to be increasingly savvier online, we look forward to offering new crypto options to millions of Caesars Entertainment Incorporated customers,” Mark Elliot, Chief Marketing and Sales Officer for Bakkt Holdings Incorporated, said. “We’re thrilled to solidify our relationship with Caesars Entertainment Incorporated with the naming of the Bakkt Theater and the integration of Bakkt Crypto Rewards into the Caesars Rewards program.”

As the digital economy continues its quick evolution and the new partnership is to additionally see Caesars Entertainment Incorporated continue exploring and innovating around the existing suite of cryptocurrency solutions from Alpharetta-headquartered Bakkt Holdings Incorporated. This will permit the casino operator to better unlock future crypto advances and drive loyalty in order to further improve the Caesars Rewards program.

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“Bakkt Theater showcases the best in live entertainment and experiences to match the extraordinary talent roster the venue features,” Jason Gastwirth, Entertainment President for Caesars Entertainment Incorporated, said. “We’re pleased that Bakkt Holdings Incorporated recognizes the unique destination we’ve created at Planet Hollywood Resort & Casino and we are excited to have it join us in the venue’s next chapter.”

Currently serving more than 60 million members around the world, the Caesars Rewards loyalty program features a fully connected ecosystem that links gaming, hospitality, entertainment, nightlife, dining and shopping activities in over 50 destinations. The scheme allows patrons to earn and redeem credits for the experiences they value most and moreover comes complete with a suite of integrated mobile products encompassing the Caesars Sportsbook and iGaming advance.

“We are constantly looking for new and unique ways we can expand the wealth of benefits associated with Caesars Rewards and it is that consistent push to improve that makes Caesars Rewards best-in-class,” Megan Rodriguez, Loyalty and Customer Retention Management Senior Vice-President for Caesars Entertainment Incorporated, said. “We look forward to exploring how crypto offerings from Bakkt Holdings Incorporated will differentiate Caesars Rewards and help us continue to be the leader in this space.”