Reliance ADAG has assigned the loyalty marketing account of its recently launched casual gaming portal, Zapak.com, to SurfGold India Pvt Ltd, a loyalty marketing consultancy. However, the consultancy firm was mum on the size of the account.
SurfGold will use its proprietary ‘Loyalty Engine R4’ technology to integrate with Zapak.com and create a point based loyalty programme. It will allow loyal gamers to earn points for playing games on the portal and redeem their points for exciting rewards.
Commenting on the loyalty marketing initiative, Arun Mehra, Chief Marketing Officer, Zapak.com, said, “We were looking for an end-to-end programme management solution, which was also cost effective to drive our loyalty marketing initiative. We choose SurfGold for its strong cross-functional capabilities in loyalty marketing, technology and redemption management, to get the best results.”
The loyalty programme will help Zapak.com in building a community of loyal gamers enhancing the brand association amongst the target group. The programme, designed keeping in mind the requirements of online gamers, will motivate them to play exciting games repeatedly and make their stay longer and more exciting on the portal.
Siddharth Reddy, Managing Director, SurfGold, said, “We are very pleased to be associated with Zapak.com in their endeavour to build India’s largest gaming portal. With our proven technology expertise and experience across the Asia-Pacific region, we aim to develop a unique loyalty solution that will enhance the user experience of gamers and build a loyal gaming community.”