BRAND FOUNDATION
BRAND PERSONA
BRAND POSITIONING
Brand Strategy
Our brand strategy is an overview of what we stand for. It serves as not only an internal directive, but also a compass to align key business decisions.
Brand Foundation
Who we are
Saskatchewan’s most memorable gaming experience, where every moment of play leads to rewarding experiences that uplift our members and fulfill our team with purpose.
What we do
Through SIGA Rewards, we create uplifting gaming and entertainment experiences that attract members from across Canada and beyond. Our dedicated team delivers exceptional service and thoughtful rewards that turn everyday play into feel-good moments and lasting loyalty.
How we do it
We deliver personalized, seamless experiences by combining thoughtful service, authentic connections, and rewarding moments. Our people make the difference—bringing energy, care, and pride to everything they do.
Our Purpose
To celebrate and reward our members by turning everyday play into meaningful moments—while providing fulfilling, purpose-driven roles for the people who bring those experiences to life.
Our Future Vision
To be the leading gaming experience in Canada.
Our Mission
Empowering our team to craft unforgettable entertainment experiences through innovative data-fueled marketing and collaborative partnerships.
Our Core Values
Grounded in SIGA’s core values, SIGA Rewards brings them to life through uplifting experiences for both members and employees.
UPLIFT EVERY INTERACTION
Every conversation, every moment of play, every greeting is an opportunity to make someone’s day better. We recognize the impact of positivity and lead with care, presence, and attention.
LEAD WITHAUTHENTICITY
We show up honestly and with pride—grounded in who we are and what we offer. Whether it’s a friendly interaction or a personalized reward, we make real connections that build trust and loyalty.
RAISE THE BAR
We never settle. We look for new ways to engage members, improve their experience, and grow alongside them. Innovation, learning, and listening drive us forward.
CELEBRATE LOYALTY
We recognize and reward the people who choose us—those who come back, who bring their friends, and who believe in what we offer. Loyalty is earned, and we honour it every day.
TEAM FIRST
Our people are the heartbeat of SIGA Rewards. We succeed when we support one another—with shared respect, collaboration, and joy in our work. When we uplift each other, we uplift our members.
Brand Personality
Personality Slider
Brand Personality Words
Approachable / Friendly
Exciting
Premium
Memorable
Trustworthy / Authentic
Positive
Brand Archetype
archetypes
Magician & Everyman
Brand Voice
The way we speak says a lot about us. Our tone of voice shines through every moment in every brand experience.
UPLIFTING
The tone is positive and inspiring, focusing on possibilities and encouraging a sense of hope and achievement. It uses language that motivates and empowers, making people feel lighter and more optimistic.
GENUINE
The tone is authentic and sincere, speaking from the heart with honesty and care. It avoids jargon or pretense, creating a sense of trust and relatability by focusing on real connections and shared values.
EXCITING
The tone is dynamic and energetic, sparking enthusiasm and anticipation. It uses vivid, action-oriented language that conveys passion and creates a sense of momentum and adventure.
ENJOYABLE
The tone is approachable and friendly, making interactions feel easy and delightful. It uses warm, conversational language to create a sense of fun and ensure every message leaves a smile.
Audience Personas
Strategic Narrative
SIGA Rewards is where First Nations hospitality meets elevated entertainment. Across our growing network of casino destinations, we create unforgettable moments through thrilling games, world-class service, and a member rewards program designed to uplift every visit. As a non-profit, we reinvest in what matters most—our guests. Every play fuels opportunities to earn more, enjoy more, and feel truly valued. This is more than gaming—it’s a place where loyalty is recognized, and every experience is rewarded.
SIGA was born from a vision to create opportunities and prosperity for First Nations communities. Established in 1996 under The First Nations Gaming Act, SIGA was incorporated as a non-profit organization with a clear purpose: to generate economic benefits, create jobs, and share success. Rooted in the traditions of First Nations hospitality, SIGA has grown into an organization that not only entertains but also uplifts, delivering on its promise to bring positive impact to the people and communities it serves.
At SIGA, every visit is more than entertainment—it’s a rewarding experience shaped by tradition, energy, and care. Whether you’re spinning the reels, enjoying live performances, or dining with friends, every moment of play is connected through SIGA Rewards—our loyalty program designed to recognize, uplift, and celebrate our members. From exclusive perks to personalized offers, our members are at the heart of everything we do. Backed by the spirit of First Nations hospitality, our team goes above and beyond to ensure every experience is not only memorable, but meaningful.
What began as a single vision for unforgettable entertainment has grown into an elevated brand experience—one that continues to evolve with our members. SIGA Rewards represents the next chapter in our journey: a personalized, member-first experience that goes beyond the casino floor. As we grow, we’re expanding how, where, and when our members engage with us—introducing more ways to earn, more ways to enjoy, and more ways to feel truly valued. This is more than a rewards program; it’s the future of entertainment re-imagined around you.
Brand Manifesto
Sharing Success, Building Futures
Every day, we have the power to make someone’s experience unforgettable. At SIGA Rewards, it’s not just about the games—it’s about how we make people feel. From a warm welcome to a well-earned reward, every interaction is a chance to uplift. Together, we create a place where members feel valued, recognized, and connected. It’s this shared energy—between team and guest—that makes SIGA Rewards more than entertainment. We’re building something bigger: meaningful moments, lasting loyalty, and a future we can all be proud of.
Brand Positioning
Research & Opportunities
Competitive Landscape
Multi-Tiered, Unified Loyalty Program: SIGA Rewards offers a progressive, four-tiered structure across all seven casinos, encouraging ongoing engagement and making it easy for members to access benefits wherever they play.
Personalized, Digital Member Experience: The program leverages a new mobile app and website, allowing members to track their status, participate in exclusive events, and receive tailored offers—enhancing convenience and engagement.
Diverse Gaming and Entertainment Offerings: SIGA provides a wide range of gaming options including slot and table games, enhancing its appeal to a broad audience.
Limited Geographic Reach: The program’s benefits are primarily accessible within Saskatchewan, which may limit its appeal to travelers or those outside the province.
Potential for Complexity: With multiple tiers and a variety of benefits, some members may find the program confusing or difficult to navigate without clear guidance.
Dependence on Digital Adoption: The full value of the program is best realized through the mobile app and website, which may disadvantage less tech-savvy users.
Expansion of Digital Features: There is potential to further enhance the app and website with gamification, social sharing, and real-time notifications to deepen member engagement.
Partnerships and Co-Branding: Collaborations with local businesses or travel partners could extend the value of rewards beyond casino properties.
Feedback-Driven Iteration: Ongoing member feedback can be used to refine and tailor rewards, ensuring the program remains relevant and appealing
Competitive Loyalty Programs: Other casinos and gaming providers may introduce or upgrade their own loyalty programs, potentially offering more attractive rewards or experiences.
Changing Consumer Preferences: Shifts in how members use digital platforms or what they value in loyalty programs could require rapid adaptation to maintain engagement.
Regulatory or Operational Constraints: Changes in gaming regulations or data privacy laws could impact the features or operation of the rewards program.
Offering Strategy
Unified Rewards Across Channels
Members can currently earn points across SIGA Rewards offerings, from gaming to dining, making every experience more rewarding.
In the near future, they’ll also be able to redeem those points just as seamlessly, creating a full-circle experience where every interaction is rewarding.
Mobile Rewards Management
Enhance the rewards program with a dedicated app or mobile feature where customers can easily track points, access offers, and get personalized recommendations based on their activity.
Unique Selling Proposition
SIGA Rewards is Saskatchewan’s most elevated gaming loyalty experience—where every visit is met with authentic First Nations hospitality, exciting entertainment, and meaningful rewards. With personalized offers and a focus on uplifting every member moment, SIGA Rewards goes beyond points—creating connection, recognition, and unforgettable experiences that keep members coming back.
Brand Concept
Elevate Your Gaming Experience
SIGA Rewards inspires moments of uplift.
The more you play, the higher your rewards go.
Why Elevate Your Day works?
Day & Night:
SIGA Rewards is designed to feel present and personal—any time of day. From morning to evening, the experience adapts to meet members where they are. When members visit the website, they’re greeted based on the time of day—“Good morning,” “Good afternoon,” “Good evening”—with colours that shift to reflect the mood and energy of that moment.
Email and digital campaigns can follow suit, delivering timely messages like “Good evening, [Name]” during peak evening hours. Ads and social content will align with day/night themes—highlighting seasonal offers, entertainment, and gameplay that matches when members are most active.
This creates a seamless, responsive experience that feels alive, timely, and connected to each member’s day.
Elevate:
– The tiered program is based on height. The higher up you go the more prestigious it is and the more that is spent.
– Encouraging people to escape their grind for a while and have fun, be on cloud 9, feel lighter and have a good time.
Colour palette and the concept of sky will make people feel uplifted.
