Reward playing cards discover new life past fundamental use instances


The time period ‘reward card’, as of 2021, is turning into a misnomer, as a present card might or might not be provided as a present – and should or might not be introduced as a ‘tangible card. “. “As an alternative of freebies, shoppers generally select to purchase reward playing cards, together with digital reward playing cards, to make use of them as a type of cost themselves. For retailers, they create alternatives for conversion charges. greater and better loyalty Finally, e-gift playing cards and e-gift playing cards have gotten an important a part of the digital cost financial system.

“Globally, reward playing cards do extra than simply make it simple. They are surely a ramp on the digital funds freeway for shoppers, ”Blackhawk Community CEO and President Talbott Roche advised Karen Webster in a dialog.

And this ramp is rising in an ever-increasing variety of locations. Reward card rails, she mentioned, are proving to be a clear, handy and cheap mechanism for transferring funds and performing transactions in each B2C and B2B contexts. Gaming, streaming, and incentive-type payouts are just some of the totally different every day cost options the place reward playing cards play a job far past the reward use case.

“This fashion of settling funds for transactions and funds turns into much more handy and extra seamlessly built-in into totally different enterprise experiences,” defined Roche. “I believe shoppers are discovering out for themselves that it is simply extra handy or safer to personally use a present card to buy digital content material and providers.”

That is simply demonstrable within the quickly increasing world of gaming, she famous, which has lengthy moved past its affiliation with the favored behavior of reclusive youngsters. With the facility of higher expertise and ideas just like the metaverse, playing has develop into intimately linked to all elements of a client’s life.

The angle of play

And the reward card – particularly its digital iteration, the eGift – is a software virtually completely suited to gaming and the mini financial savings that these video games are likely to assist. Blackhawk has skilled unimaginable progress within the phase, with a CAGR of 85% over the previous three years. This improve is not less than partially on account of round one in 5 avid gamers who now use reward playing cards as their most well-liked type of providing to buy video games, in addition to to entry options bought in video games. It is seen as a safe strategy to transact, Roche mentioned, in addition to an alternative to cash-related shoppers who do not have a credit score or debit card however nonetheless need one. entry.

“Rising markets like Indonesia, India, Mexico and Brazil – they’ve the next variety of money prospects who wish to take part within the digital surroundings and these gaming environments,” she mentioned. Clarify. “They usually can do this by going to a handy bodily location, buying the cardboard, after which loading the in-game worth, on to their cellular app or cellular gadget.”

And these purchases might not really be a bodily reward card, however an e-gift card / digital card that they will entry by scanning a QR code, permitting them to immediately load funds onto it. This is not a narrative in regards to the digital map changing the bodily map – which Roche would not see occurring anytime quickly – however about how digital maps can improve and enhance the vary of their bodily counterparts. The long run won’t be to purchase digital playing cards solely on digital channels, she mentioned, however to entry digital merchandise in bodily channels, in order that any client can stroll right into a retailer and entry an ‘infinite extension of content material choice, utilizing a QR Code that may be generated immediately on the patron’s cellular gadget. “

Roche predicts that the way forward for reward playing cards might be primarily about enlargement, not contraction, as reward playing cards – bodily and digital – play a bigger and extra strategic position in additional segments. They assist facilitate the explosive enlargement of the gaming trade, however they’re more and more greater than that. They’re additionally a loyalty providing that permits shoppers to remain extra intently aligned with a model – akin to Starbucks integrating its reward playing cards into its cellular rewards program. They usually’re a channel via which authorities and assist companies can rapidly get cash into the fingers of voters in an emergency.

Client Lifelines

Throughout the 12 months of COVID-19, reward playing cards have in lots of instances been lifesavers for shoppers as they sought new methods to buy, be entertained and join with one another. different. Reward playing cards, particularly of their digital kind, have been enabled for all of those use instances and extra. And though shoppers do ultimately return to the bodily world, Roche mentioned, the explosion and evolution of adoption patterns the world has seen over the previous 12 months should not going anyplace. In 2021, she expects to see an omnichannel 12 months unfold, primarily based not on digital or bodily channels for purchases or funds, however digital and bodily.

This can be a actuality that may now not delight Blackhawk, Roche mentioned, as the various and assorted purposes of reward playing cards as cost options might be welcome and helpful for shoppers and retailers alike.

“I believe there’s big progress proper now, and it’ll proceed. I’ve by no means felt so optimistic in regards to the house as I do at the moment, ”mentioned Roche. “I believe COVID has accelerated the adoption of QR code expertise and the comfort of cellular funds – and I believe we will see digital cost options and reward card experiences in new and modern methods.”



Concerning the research: Open banking-based cost choices have been accessible in some markets since 2018, however the pandemic has prompted many shoppers to strive these options for the primary time – and there’s no turning again. Within the Open Banking report, PYMNTS examines the rise of open banking as retailers and cost service suppliers around the globe exploit these choices to ship safe and clear account-to-account funds.

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