Bally’s, Carnival Cruise Team Up on Points Deal

Posted on: May 23, 2024, 04:54h. 

Last updated on: May 24, 2024, 09:33h.

Todd Shriber @etfgodfather Read More
Expertise: Financial, Gaming Business, Mergers and Acquisitions.

Carnival Cruise Line is the latest cruise operator to partner with a gaming company to appeal to customers’ enthusiasm for loyalty programs.

Carnival Sunshine
The Carnival Sunshine sails toward the Cayman Islands. The company announced a new loyalty points partnership with Bally’s. (Image: Carnival Corporation)

The cruise company said Thursday that Bally’s Rewards members will be able to earn benefits aboard Carnival’s 27 ships.

In addition to special events, Bally Rewards’ Legend, SuperStar and Star tier guests are now eligible for complimentary and discounted Carnival cruises. The new partnership between Carnival and Bally’s also extends the reach of both brands,” according to a statement from the Miami-based company.

Carnival sails from 14 ports in the US while Rhode Island-based Bally’s runs 15 casinos across 10 states. Bally’s Rewards consists of four tiers — Pro, Star, SuperStar, and Legend. The press release didn’t mention if there will be points-sharing or status-matching between the Carnival Players Club and Bally’s Rewards.

Carnival Expanding Casino Footprint

The partnership with Bally’s is the latest effort by Carnival to better cater to guests who are also bettors — synergies the cruise industry has long attempted to capitalize on.

Last September, Carnival, the world’s largest cruise operator, announced a partnership with Galaxy Gaming to bring that company’s progressive table games to its ships. All 27 ships controlled by the cruise giant offer some type of wagering, including casino gaming with slots, tables, and sports betting.

“We’re committed to our Carnival Players Club guests and in Bally’s, we have a partner that values its own loyal guests with the same fervor. We have plenty of fun to go around across our fleet, so we’re excited to bring Bally’s on board with us and look forward to growing this unique partnership,” said Marty Goldman, Carnival Corporation’s senior vice president of global casino operations,” in the statement.

In addition to its namesake mark, Carnival’s brands include Holland America Line, Princess Cruises, Cunard, P&O Cruises, and Seabourn, among others.

Bally’s/Carnival Deal Comes on Heels of Rival Accord

Bally’s and Carnival announced their points partnership less than a month after a pair of rivals revealed similar moves. In late April, Hard Rock International and Royal Caribbean Group detailed a broad points-sharing accord for customers of both travel and leisure companies.

Under that agreement, members of the Unity by Hard Rock, Celebrity Cruises’ Blue Chip Club, and Royal Caribbean’s Club Royale platforms can earn points by betting, dining, shopping, and traveling at any participating Hard Rock venue, or when they travel on Royal Caribbean and Celebrity ships.

Hard Rock International is the gaming entity of Florida’s Seminole Tribe and is one of the largest Tribal casino operators in the US. Royal Caribbean is Carnival’s nearest rival.