Crown Melbourne will reach the end of its three-year Melbourne Transformation Plan (MTP) on 31 December 2026, with the company citing substantial progress in compliance and harm minimization measures aimed at making the integrated resort the “safest place to gamble in Victoria,” according to Crown Melbourne CEO Ed Domingo.
In comments accompanying the property’s fourth Public Status Report, released Tuesday, Domingo also revealed that a refreshed Crown Rewards loyalty program would be completed by October once further improvements to the non-gaming lifestyle elements of the program in the works.
“Since our last update we have continued our momentum, with a strong focus on embedding our many transformation initiatives and ensuring that our progress achieved to date provides a sustainable foundation for Crown Melbourne’s future,” Domingo said.
“Our strategy remains anchored to our three Strategic Commitments: that Crown Melbourne is the safest place to gamble in Victoria; that we continue to learn from past lessons to create a culture and operating framework that models industry-leading standards; and that we continue to invest in and equip our team members with the proper support to ensure compliance and harm minimisation for our guests.
Amongst other areas of focus, over the past six months, we have continued to work on exciting changes to our Crown Rewards Program, with plans to further improve non-gaming (lifestyle) elements of the program. The rollout of our refreshed program is scheduled for completion this October.
We have [also] made enhancements to our complaints management processes to improve accessibility and responsiveness for our guests.”
Since winning its casino license back in 2024, Crown Melbourne said it has held 439,570 PlaySafe conversations with guests, with 116,093 new sign-ups to the program. It added that 1.18% of unique carded guests have gambled for three hours and thirty minutes or more without an adequate break, an improvement of 39% on the 2025 average. Mandated breaks as well as daily and weekly play limits have been mandated by the Victorian government in the wake of the 2021 Royal Commission that identified serious AML compliance and responsible gambling concerns.
Under its Melbourne Transformation Plan, Crown Melbourne has also announced an AU$200 million investment to refresh the precinct including 15 new restaurants, bars and casual eateries plus a major revitalization of its famed riverside “Riverwalk.”
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