Goodbye MGM Mirage, hello MGM Resorts
MGM Mirage shareholders have approved renaming the company to MGM Resorts International.
CEO Jim Murren said the new name, approved at the company’s annual meeting, “honors our entertainment heritage, better represents the growing global presence our company has today and positions us to move forward under a unified brand strategy.”
"The new MGM Resorts International name will create better clarity and awareness for our collection of assets globally,” he said, “thereby maximizing our best-in-class portfolio of resorts.
In conjunction with the rebranding the company is relaunching its M Life player loyalty program. Underlying the program will be a more refined technology that allows members to customize their interactions so they can define their own Las Vegas experience. Key to this is a tiered system that rewards players with richer benefits and rewards the more they “engage” with the company’s brands.
The expected roll-out of the M Life is late summer in the company’s U.S. regional markets and in the fall in Las Vegas.
The new corporate name is effective immediately.