On September 4, 1997, Harrah's Entertainment launched its Total Gold loyalty program (renamed as Total Rewards on April 4, 2000 and again as Caesars Rewards on February 1, 2019), developed at a cost of $20 million. It was the first gaming company to offer a systemwide comps program, allowing points earned at one casino to be redeemed for goods and services at any of the company's other casinos. The system would be credited as a major driver of Harrah's growth over the coming years.