Arriva Card Rewards Casinos with Cash for Delivering New Cardholders
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 that results directly from casino activity. Launched less than a year ago, Arriva has already extended over $40 million of 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.
Said Todd Smith, senior vice president of marketing at Global Cash Access, Inc. (GCA), parent of Arriva Card, Inc., “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.”Casinos receive a cash reward for each new Arriva account if the application comes via channels such as casino mailings, newsletters and Web sites. Arriva supplies the materials – brochures, insertions, ads, web links, etc. – to make the process nearly 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 $10,000 of credit – at no risk to the casino. More than 75 casino properties now benefit from Arriva Card on Demand.
To date, the average in-casino Arriva Card cash advance is significantly larger than those completed with any other credit card. 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, according to Mr. Smith.
Further, even though the Arriva Card is still in the early stages of marketing, casinos have seen significant percentages – in some cases more than 16% – of cash advance volume coming from Arriva Cards.
CIT Bank is the issuer of the card, and Arriva Card, Inc. is the administrator and servicer of Arriva Card accounts. Arriva Card is a product of Arriva Card, Inc., a wholly owned subsidiary of Global Cash Access Holdings, Inc. The Arriva Card can be used in the 800-plus casino locations in the U.S. and Caribbean that are GCA customers.
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