MGM Resorts International has added the Cleopatra iPhone slot game to its M life Players Club loyalty application for Apple?s iPhone, iPod touch and iPad.

MGM tapped International Game Technology to create the mobile game, as well as integrate with the casino network systems and the mobile application. The game is offered on a non-wager basis to all MGM Resorts M life Players Club members.

?It was an easy decision to partner with MGM Resorts International to place a non-wager version of Cleopatra within the M life app,? said Alex Kelly, vice president of interactive at IGT, San Francisco. ?IGT is always looking for new ways to engage players.

?People are increasingly turning to their mobile phones for on-the-go amusement, and IGT?s games are the most exciting available,? he said.

?The Cleopatra app has been available in Britain for two years, and based on that experience, we know 85 percent of users are under 45 years old.?

M life is a loyalty program designed to encourage repeat visits to MGM Resorts properties in Las Vegas, Mississippi and Detroit.

The 15 participating properties are ARIA, Bellagio, Vdara, MGM Grand, The Signature at MGM Grand, Mandalay Bay, THEhotel at Mandalay Bay, The Mirage, Monte Carlo, New York-New York, Luxor and Excalibur in Las Vegas; Beau Rivage and Gold Strike in Mississippi; and MGM Grand Detroit.

Last year, MGM Mirage launched five commerce-enabled augmented reality applications for iPhone delivering new ways to explore Las Vegas hotels and attractions, as well as driving ticket sales and room and restaurant reservations (see story).

IGT specializes in the design, development and manufacture of gaming machines and systems products, as well as online and mobile gaming products. It offers mobile wager games in legalized territories, primarily in Britain.

Mobile life
The new M life application extends the MGM Resorts experience to its guests by providing a new form of mobile gaming and entertainment.

This partnership between IGT and MGM Resorts lets M life members play Cleopatra via their iPhone, iPad or iPod touch.

Mr. Kelly said that he feels this application will increase brand loyalty to a game widely available throughout MGM Resorts' properties.

MGM Resorts International is the first gaming company in the U.S. to offer IGT?s Cleopatra game to its players through a mobile application.

?The game recreates the casino experience and gives players a fun way to enjoy one of their favorite slots at home or on the move,? Mr. Kelly said.

Final Take
M life