Colorado casino operators are keeping a close eye on the effort.
It is one example of how casinos are turning to technology to appeal to a broader set of gamblers in the wake of one of the industry's worst downturns.
MGM Resorts, which operates the Bellagio, MGM Grand, Mirage and other casinos, recently launched a customer-loyalty program that uses "sophisticated predictive analytics" to determine guest rewards, room offers and comps based on the types of games they play, past purchases and other personal interests.
The company also released a mobile app that uses augmented reality technology to allow Las Vegas visitors to learn about a casino or other attractions by simply snapping a picture with their camera phone.
MGM vice president Scott Voeller said the recent downturn is a key reason the company is "on the offensive" with new offers, such as allowing gamblers to earn the option to select a daily song for the Bellagio Fountain show or work as a dolphin trainer at Siegfried & Roy's Secret Garden and Dolphin Habitat at the Mirage casino.
"We strategically said, 'Now it's time to invest further in our technology and in our programs,' " Voeller said.
Nevada casino revenues dropped 9.7 percent in 2008 and 10.5 percent in 2009, according to New Jersey-based industry research and consulting firm Gaming & Resort Development. Revenues were flat in 2010.
Last week, Caesars Entertainment jumped into the social-media boom. The company launched a program that allows gamblers to earn reward credits when they use Facebook, Twitter and Foursquare on their mobile devices while at one of Caesar's properties, which include Caesar's, Paris, Planet Hollywood and other casinos.
The credits can be used to pay for food, drinks, gift-shop merchandise and other items.
Casino operators are targeting younger, high-tech gamblers with the social media and mobile gaming programs.
"They want to get in on the latest gadgets," said industry consultant Bill Palermo.
Younger gamblers may be more likely to play online, an activity that is in limbo in the U.S. following the FBI's recent bust of top Internet poker operators PokerStars, Full Tilt Poker and Absolute Poker.
The casino-issued gambling tablets, which feature sports betting and table games such as Baccarat and Blackjack, already are available for play at some casinos, including the M Resort Spa Casino and the Venetian. But they're currently restricted to public areas such as restaurants and lounges.
Palermo called the mobile-gaming service "gimmicky."
"I don't see it as a particular market niche," he said.
Nonetheless, Colorado casinos are closely watching advancements in Vegas with eyes on introducing similar technology.
"We are interested in upgrading our technology in order to be competitive with existing gaming markets," said Lois Rice, executive director of the Colorado Gaming Association. "We definitely want to offer as many options to our guests as possible."
Locally, the Lodge Casino is working to allow guests to try out online from home, with play credits, the property's new slot machine and video poker games.
"Some of the new games that they see on our casino floor," said Lodge official John East, "they'll be able try those in free play mode on our website."
Andy Vuong: 303-954-1209, This e-mail address is being protected from spambots. You need JavaScript enabled to view it or twitter.com/andyvuong
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