Interestingly, the most valuable individual asset that creditors are vying for is Caesar’s Total Rewards Loyalty Program, the company’s big-data customer loyalty program that it has been built over the last 17 years and is said to have data on more than 45 million customers.
This data is valued by creditors at $1 billion – that’s a fairly large number. It exceeds the value of any of Caesar’s physical Las Vegas properties, which really puts the value of data in perspective.