Branded Games as the New Loyalty Program
Karen Yap Chew Ling on Future-Proof Marketing
Introduction
In a landscape where consumer attention is more fragmented than ever, traditional loyalty programs are struggling to keep up. Enter branded games-a new frontier where marketing, blockchain, and engagement converge. Karen Yap Chew Ling, business development lead at SkillGaming.com, is pioneering the use of hyper-casual games as immersive loyalty ecosystems. Her approach transforms one-off customer interactions into long-term brand engagement through gamified rewards and blockchain-backed incentives.
The Decline of Traditional Loyalty Programs
Punch cards, static point systems, and email discounts are rapidly losing appeal. Consumers are now digital natives who expect interaction, customization, and value beyond simple transactions. Loyalty is no longer about collecting points-it's about meaningful engagement.
Branded Games: A Loyalty Revolution
According to Karen Yap Chew Ling, branded games can serve as modern loyalty programs that are fun, replayable, and deeply immersive. These games aren't just promotional-they're experiential. Players engage in mini-challenges and skill-based tasks that earn them blockchain tokens, NFTs, or in-game currency-all tied back to the brand.
Case Example: Hospitality and Airlines
Imagine a traveler playing a quick branded puzzle game while waiting at the gate. Winning a round earns them an NFT that unlocks a discount at their hotel. This seamless integration across verticals creates a loyalty loop that incentivizes behavior while making the experience memorable.