Why did bet365 Poker Loyalty Club end on the 30th September 2022?
On 30th September 2022, bet365 Poker made the decision to end its Poker Loyalty Club, a program that had been popular among its poker-playing community for rewarding loyal players with points, cashback, tournament tickets, and other benefits.
This move came as a surprise to many players who had come to appreciate the value the loyalty scheme provided. However, there were several factors behind this decision that reflect changes in the broader poker ecosystem and bet365’s strategic priorities.
Here’s a closer look at some possible reasons behind the closure of the bet365 Poker Loyalty Club and what it means for the platform moving forward.
One of the possible reasons for the termination of the Poker Loyalty Club was bet365’s potential to shift toward a more streamlined and unified rewards system across its various products.
Over the years, bet365 has expanded significantly beyond poker, offering a wide range of gaming services, including sports betting, casino games, fantasy sports, esports betting, virtual sports and bingo. As the platform grew, it became increasingly important for the company to create a cohesive rewards program that could be applied across all these verticals.
By ending the Poker Loyalty Club, bet365 may be considering eventually replacing it with a new rewards system that would allow players to earn and redeem points across multiple areas of the platform, rather than just poker.
This unified approach could provide a more integrated and flexible experience for players, many of whom participate in multiple types of gaming activities. As yet though, no such multi-platform rewards system is in place.
The online poker landscape has changed significantly over the past decade, and bet365’s decision to end its bet365 Poker Loyalty Club likely reflects a broader trend toward focusing on casual players rather than high-volume grinders.
Loyalty programs like bet365’s Poker Loyalty Club often disproportionately benefited high-volume players who could rack up points by playing significant amounts of cash games and tournaments.
However, the poker industry has increasingly shifted its focus toward creating a more level playing field and a more enjoyable experience for casual players, who make up the vast majority of the player base.
By phasing out the loyalty club, bet365 might be looking to reduce the gap between casual players and professionals, creating an environment where recreational players feel more welcomed and not at a disadvantage against players who are constantly grinding for rewards.
Always remember to gamble responsibly.
Check out bet365’s Safer Gambling page for more details.
In recent years, the online gaming industry has been facing increasing regulatory scrutiny, with many countries and regions tightening their gambling laws to promote responsible gaming and protect vulnerable players.
Loyalty programs that offer financial incentives based on the amount of play could be seen as encouraging excessive gambling, which might conflict with responsible gambling regulations.
Ending the Poker Loyalty Club could have been part of bet365’s effort to ensure compliance with evolving regulatory requirements in various markets.
By moving away from reward structures that incentivise long hours of play, bet365 has confirmed itself as a more responsible operator in an increasingly regulated environment.
The site's detailed section on Safer Gambling is a good example of this.
Another possible reason for the end of the Poker Loyalty Club is the rise in popularity of short-term, targeted promotions rather than ongoing loyalty schemes.
Many online poker platforms have found success by offering frequent, time-limited promotions, such as special tournament series, missions, or leaderboards, which create excitement and drive engagement in a more dynamic way than traditional loyalty programs.
These promotions are often more flexible and can be tailored to specific player segments, providing a more personalised experience.
Bet365 Poker has certainly opted to shift its focus toward these types of short-term promotions, allowing them to be more agile in responding to player preferences and market trends.
This could also allow bet365 to appeal to a wider range of players by offering varied promotions that cater to different styles of play and which also appeal to customers more used to playing on its casino, sports betting or other platforms.
From a business perspective, managing a loyalty program like the Poker Loyalty Club can require significant resources in terms of development, maintenance, and marketing.
As bet365 grows and expands into new markets and product offerings, it may have decided to reallocate resources toward areas that align with its long-term strategy.
Bet365 may also be focusing on new poker product innovations, such as working on its poker offering in readiness for the Metaverse, enhancing existing tournament offerings, or expanding its presence in new markets.
By discontinuing the loyalty club, the company may have freed up resources to invest in other areas that will drive future growth and player retention.
For players who were part of the bet365 Poker Loyalty Club, the end of the program marked the conclusion of an era. However, it’s important to note that bet365 remains committed to providing its poker players with exciting offers and rewards through other means.
Those players with remaining bet365 Coins from the scheme could trade them in at the store for up to 12 months following the closure of the scheme. Those who reached Diamond Level would receive a cash pay out of 1p per bet365 Coin earned.
In the absence of the loyalty club, players can still expect to see promotions, special events, and targeted bonuses that continue to add value to their poker experience. Additionally, any loyalty points that players had accumulated prior to the program’s end were likely converted into rewards or cash, ensuring that no player was left empty-handed.
The end of the bet365 Poker Loyalty Club on 30th September 2022 was driven by several factors, including the company’s desire for a more integrated rewards system, the shifting dynamics of the poker industry, regulatory considerations, and a strategic shift towards more flexible and targeted promotions.
While the loyalty club may be gone, bet365 continues to offer a range of promotions and rewards that keep its poker community engaged and excited.
Players should keep an eye on future developments and new promotions, as bet365 is likely to continue evolving to meet the needs and expectations of its growing player base.
Always remember to gamble responsibly.
Check out bet365’s Safer Gambling page for more details.
Updated on 3rd October 2024
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