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888’s new loyalty program, announced at the beginning of the month, is now live.

“888poker Club” aims to reward play across all of the group’s verticals under a single loyalty program. The new system moves away from the old system of direct rakeback, replacing it with a mission-based program customized for each player that will evolve over time.

The stated goal of the system is to “reallocate the loyalty budget from the heavy grinders to the masses,” it was stated.