Travel-related loyalty program becomes first of its kind

by: Nichole Gunn January 17, 2012

Loyalty Play Holdings, an innovator of customer reward programs that developed the world's first loyalty-based game entertainment and ecommerce platform, recently announced the launch of a new website that is expected to become the world's first loyalty points-based online casual skill game.

PlayWithPoints.com will benefit members of Scandinavian Airlines' EuroBonus program, AirBaltic's BalticMiles program, Etihad's Etihad Guest program and Etisalat's More Rewards program. Members will now have the ability to use their miles and points to compete in game tournaments with the opportunity to win travel and non travel-related prizes and rewards.

"Loylogic prides itself on providing our valued customers with the most robust and rewarding loyalty products and services," said Ahmet Goemleksiz, partner manager international at Loylogic, the rewards mall provider for participating programs. "We think that the Loyalty Play Holdings' application represents the next level of loyalty program offerings, and we are extremely excited to be one of the company’s launch partners."

The PlayWithPoints.com launch will bring in a new era of loyalty entertainment by combining two commonly used sectors: casual online gaming and reward programs designed to attract consumers and foster brand loyalty. The result will bring more than 500 million members of the frequent flyer and loyalty program arena together to make use of their miles, points and other rewards to compete in a casual game atmosphere for attractive prizes.

"The convergence of the casual online gaming industry and the loyalty industry reflects a unique opportunity to increase entertainment value for consumers and improve efficiencies and program engagement for program sponsors," said Justin Beckett, online tournament gaming pioneer and Loyalty Play Holdings chairman. "We are particularly pleased with the growth prospects for Loyalty Play and proud to be at the forefront of this convergent evolution."

There are a number of travel-related incentive programs out there to draw in a growing consumer base. According to the Chicago Tribune, United Continental Holdings recently launched the MileagePlus Headliners auction program that enables Continental and United frequent fliers to use their loyalty miles to bid on experiences, including trips.

"As we welcome OnePass members to MileagePlus this year, we do so with new opportunities for our loyal customers to earn and redeem miles and to engage with our program in more ways than ever before," said Jeff Foland, president of Mileage Plus Holdings.

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