The American Express Farmville Card Rewards Gamers for Spending
Michael Hines — May 24, 2012 — Business
References: geekosystem & technabob
The American Express Farmville card is the first pre-paid credit card to turn real-world spending into video game cash. The card is part of the company's Serve rewards system, offering in-game rewards for in-game cash through purchases. Specifically, $63 of in-game money is offered upon signup, and $50 of in-game money is rewarded after five purchases totaling $25 or more are made.
In order to activate the American Express Farmville card, gamers must plant a special Serve tree on their farm. The tree is more of a billboard, and serves as a great in-game advertisement for Amex. This collaboration is the first of its kind, but don't be shocked to see other credit card companies follow suit. Subtle and indirect advertising like this is becoming increasingly popular. Farmville may soon be filled with special Frosted Flakes tigers and Quaker Oatmeal NPCs.
In order to activate the American Express Farmville card, gamers must plant a special Serve tree on their farm. The tree is more of a billboard, and serves as a great in-game advertisement for Amex. This collaboration is the first of its kind, but don't be shocked to see other credit card companies follow suit. Subtle and indirect advertising like this is becoming increasingly popular. Farmville may soon be filled with special Frosted Flakes tigers and Quaker Oatmeal NPCs.
Trend Themes
1. Prepaid Video Game Rewards - The American Express Farmville card introduces the concept of turning real-world spending into video game cash, opening up opportunities for other credit card companies to offer similar in-game rewards.
2. In-game Advertising Collaboration - The collaboration between American Express and Farmville sets a precedent for subtle and indirect in-game advertising, creating disruptive innovation opportunities for other brands and game developers.
3. Gamification of Spending - The introduction of the Serve rewards system on a prepaid credit card allows gamers to earn in-game money through purchases, paving the way for gamifying spending in other industries and loyalty programs.
Industry Implications
1. Credit Card - The American Express Farmville card showcases the potential for credit card companies to leverage gamified rewards and in-game advertising to attract new customers and enhance brand loyalty.
2. Video Game - The collaboration between American Express and Farmville demonstrates the potential for synergies between credit card companies and video game developers, opening up possibilities for more partnerships and innovation in the gaming industry.
3. Advertising - The rise of subtle and indirect in-game advertising, as seen in the American Express Farmville card collaboration, presents opportunities for advertisers to reach and engage with a highly attentive audience in virtual environments.
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