Within Just Weeks of Introduction, Arriva Credit Card Achieves $2.5 Million in Volume; Cardholders Get Better Terms for Casino Cash Advances, Resulting in Larger Transactions; Casinos Benefit from More Cash on the Casino Floor

LAS VEGAS--(BUSINESS WIRE)--Sept. 11, 2006--Only weeks after beginning limited marketing to prime gaming customers with prime credit ratings, Arriva Card (www.arrivacard.com), the first credit card specifically for use in casinos, has achieved $2.5 million in transactions and has shown a direct mail response rate of over 1.36% by high-quality credit-worthy customers. In comparison, the typical direct mail response rate achieved by credit card companies is 0.3%. As of September 11, more than 1,000 gaming patrons have become Arriva Card cardholders. To date, the average cash advance done on an Arriva Card is nearly twice as large as those done on non-Arriva credit cards.

Arriva Card gives casino patrons with strong credit and in-casino cash advance histories more access to cash - and at better terms - than they'd typically have with traditional credit cards.

"It's very exciting to see how many experienced, responsible gaming customers with strong credit ratings have applied - and qualified - for an Arriva Card during the initial few weeks of our direct mail marketing effort. It really shows that savvy gaming customers know they don't need to be penalized by traditional credit cards' terms for cash advances and are eager to embrace an alternative that treats them better," said Todd Smith, vice president for card services at Global Cash Access, Inc., parent of Arriva Card, Inc.

Other Cards Discriminate Against Cash Advances

Most credit cards charge higher rates for cash advance transactions than they charge for retail purchases; begin charging interest immediately after the cash advance transaction (as opposed to giving a grace period as with retail purchases); don't give reward points for cash advances; allow cash advances of a portion of the credit line; and generally don't apply monthly payments against cash advance transactions until the retail purchase balance is paid off.

Arriva takes a different approach. Arriva Card:

-- Offers a grace period on cash advances.

-- Appears to be the only credit card to give reward points for cash advances.

-- Allows cash advances of the entire Arriva Card credit line.
-- Charges lower fees and interest rates on cash advances than many credit cards.

"Since Arriva Card is primarily used for cash advances, and only within the 800-plus U.S. casino locations that are GCA customers, and since we're only marketing cards to people with both good credit and a track record of responsible in-casino cash advances, we're happy to break away from the pack and treat our customers and the casinos' customers as entertainment purchasers, not as the typical non-casino cash advance user, who is often seen as risky," said Mr. Smith. "We're happy that we're filling a need for established, responsible gaming patrons."

Arriva's Business Plan: Consistency with Responsible Gaming

Arriva Card is a product of Arriva Card, Inc., a wholly owned subsidiary of Global Cash Access Holdings, Inc. (NYSE: GCA), which is the gaming industry's leading provider of credit card cash advance transactions, ATM services, check cashing, marketing services and gaming patron credit information. CIT Bank is the issuer of the card, and Arriva Card, Inc. is the administrator and servicer of Arriva Card accounts.

"Arriva Card has a very different business model from typical credit cards. While many traditional bank cards want customers to revolve balances, carry high balances and pay a lot of interest, we want our cardholders to pay down their balances quickly. This benefits us and our casino customers because it allows more available credit for future use of the card," said Mr. Smith.

Accordingly, Arriva is marketing cards to customers who have an apparent track record of paying off credit card balances. Also, unlike typical credit cards, there are no user incentives to revolve and accumulate high, ongoing balances: Arriva has one of the highest minimum payments in the credit card business, and Arriva doesn't offer balance transfers from other cards, or convenience checks.

About Global Cash Access Holdings, Inc.

Las Vegas-based Global Cash Access, Inc. (GCA), a wholly-owned subsidiary of Global Cash Access Holdings, Inc. (NYSE: GCA), is a leading provider of cash access products and related services to approximately 1060 gaming properties and other clients in the United States, Continental Europe, the United Kingdom, Canada and the Caribbean. GCA's products and services provide gaming establishment patrons access to cash through a variety of methods, including ATM cash withdrawals, point-of-sale debit card transactions, credit card cash advances, check verification and warranty services and Western Union money transfers. GCA provides products and services that improve credit decision-making, automate cashier operations and enhance patron marketing activities for gaming establishments. With its proprietary database of gaming patron credit history and transaction data on millions of gaming patrons worldwide, GCA is recognized for successfully developing and deploying technological innovations that increase client profitability, operational efficiency and customer loyalty.

Forward-Looking Statements

The statements contained in this press release that are not purely historical are forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Act of 1934. Such forward-looking statements include, but are not limited to, any statement or implication that the gaming establishments named in this press release will continue to use the products or services described in this press release. Such forward-looking statements involve risks and uncertainties that, if realized, could materially impair Global Cash Access Holdings, Inc.'s results of operations, business, and financial condition. These risks and uncertainties include, but are not limited to, the factors discussed from time to time in reports filed by Global Cash Access Holdings, Inc. with the Securities and Exchange Commission. The forward-looking statements contained in this news release are made as of the date hereof, and Global Cash Access Holdings, Inc. does not intend, and undertakes no obligation to, update or qualify any of the forward-looking statements made herein.

For more information, or to arrange a conversation with Todd Smith, GCA's Vice President for Card Services, please contact Adria Greenberg, Sommerfield Communications, Inc., at (212)-255-8386 or adria@sommerfield.com

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CONTACT:
Arriva Contact:
Sommerfield Communications, Inc.
Adria Greenberg, 212-255-8386
adria@sommerfield.com
or
GCA Contact:
Katcher Vaughn & Bailey Public Relations
Roy Vaughn or Dean Flener, 615-248-8202
rvaughn@kvbpr.com or dlfener@kvbpr.com

SOURCE:
Global Cash Access Holdings, Inc.