The program was launched in 1998 by Caesars current CEO Gary Loveman when he was the company's chief operating officer. Total Rewards is estimated to be worth over $1 billion. The most valuable of the individual assets being fought over by creditors is the data collected over the last 17 years through the company’s Total Rewards loyalty program, which gained Caesar’s a reputation as a pioneer in Big Data-driven marketing and customer service. It has hit more than a spot of bother recently with a messy bankruptcy of its casino operating unit and reportedly facing fines of up to $20 million over money laundering allegations. Caesars Entertainment, formerly known as Harrah’s – the company which runs the famous Caesar’s Palace Las Vegas and more than 50 other casinos worldwide – established itself as an early leader in Big Data customer service.
