888poker has introduced a new loyalty program called 888poker Club. The new program is significantly different from its current program, replacing the rakeback model with one that focusses on challenges, winning tokens and level achievements.  888poker is the world’s second largest online poker website after PokerStars and is looking at new ways to expand its customer base.

Under the new program players gain points when they win at any online game on the site. This covers poker tables, casino games or 888’s sportsbook games. After crossing a specified level of points, the player moves up to a new level and receives Gold Tokens. The tokens can then be redeemed for prizes at the 888poker website. A daily tournament called 888poker Club Free Tournaments will run every day with $100,000 as a combined monthly prize pool.

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A Club scratchcard will be given to a player whenever they climb up five levels. In a major departure from what is followed in other loyalty games, players will not be moved down levels if they decide to play less or bet less. VIP programs in other poker websites require players to maintain a certain level of play to retain their status.

The earlier loyalty program at 888poker was skewed towards serious players, offering 36 percent of their rake back as cash. This cash back feature has been revamped but the site has assured players that it will continue to pay the promised cash.

In a statement, 888poker said, “We’d like to assure you that despite these major changes, 888poker will fully honor its cash-back commitment to all players, including its VIPs, who are currently entitled to yearly cash back in the existing rewards plan. Moreover, any reward points players accumulated in the current rewards program will be automatically transferred to Gold Tokens, with equal value, in the new 888poker Club and will continue to be redeemable any time.”

The site has said that it will ensure that in the new program, players are placed at the closest possible level to what they were in the older system. It has however stated that the cash back rewards under the new system will be lower than what the VIP players received in the earlier program. 888poker has promised to make good the difference with a monthly compensation amount until their VIP status expires.

The new program exemplifies the recent shift in the focus of online poker websites towards recreational players as a customer segment. 888poker has always been known for being geared more towards recreational players, often running special promotions for casual players such as Gift Showers, Free Spins and the recent Live the Game.

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