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FanDuel rolled out a new loyalty program, FanDuel Casino Rewards Club, in a bid to deepen engagement with its user base and also distinguish itself in the crowded New Jersey iGaming market.
The program, now live in New Jersey, along with Michigan, Pennsylvania, and West Virginia, offers a transparent path to earning perks.
Points are awarded on every real-money wager. And as users accumulate activity, they can ascend to higher “levels” with richer rewards.
What the Rewards Club looks like
At its core, FanDuel Casino‘s Rewards Club introduces a clearly defined tier structure for New Jersey online casino players. Benefits can scale from 5% up to 25% “Weekly Bonus Back” offers. Other features include exclusive “Reward Boxes,” birthday bonuses, and also additional surprises reserved for higher-level members.
Andrew Gradwell, senior VP of casino product, said the program increases rewards for frequent play.
“At FanDuel Casino, we’re committed to delivering a thrilling experience, and with Rewards Club, players can now be rewarded for their everyday play.
“The program is designed to elevate the player experience – enabling customers to enjoy their favorite games while earning points, unlocking new tiers, and accessing greater rewards.”
New program builds on brand campaign
The loyalty rollout is paired with the next chapter in FanDuel’s “Calling All Thrillionaires” brand campaign.
The new phase leverages the Rewards Club messaging across multiple creatives, including new video spots like Thrillionaires, Assemble! and Shopping for Thrills. A third video, Serving Up Thrills, is slated to debut during the upcoming holiday season.
FanDuel VP of Marketing Daniele Phillips said the campaign is meant to dramatize how anticipation and excitement drives user engagement. It’s not just the big wins. In her words, “the thrill comes from anticipating the win.”
The move arrives as competition in the NJ iGaming space intensifies. Operators are increasingly banking on retention tools like loyalty programs and online casino bonuses to differentiate offerings. Transparency in rewards, clear progression, and also regular incentives are now table stakes.
FanDuel notes that Rewards Club brings “a refreshingly clear signal among everybody else’s noise” in a category that often leans heavily on celebrity endorsements or aggressive sign-on bonuses.
