Eagle Eye teams up with Playable on gamified loyalty

Eagle Eye has formed a technology partnership with Playable, linking loyalty tools with gamified marketing for retailers and other consumer-facing brands.

The arrangement combines Eagle Eye's loyalty and personalised promotions platform with Playable's gamification technology. Brands will be able to use games and interactive challenges alongside points programmes, rewards, coupons and targeted offers.

That means a retailer could award points when a customer completes a game, unlock rewards through challenges or trigger offers based on participation. The approach is intended to increase engagement with loyalty schemes while generating more first-party data.

The partnership is aimed at sectors including grocery, retail, eCommerce and hospitality. It also reflects a broader shift in loyalty strategies, as brands look beyond purchase-based rewards and seek more regular forms of customer engagement across digital and in-store channels.

How it works

Under the partnership, Eagle Eye provides the underlying loyalty and promotions infrastructure, while Playable supplies the interactive layer. The combined offer is intended to support campaigns across web, mobile, apps and physical stores.

Eagle Eye's platform manages loyalty mechanics including points, rewards, coupons and personalised offers. Playable creates branded games and other interactive experiences designed to encourage customers to engage more often with those schemes.

For retailers, the commercial case rests on keeping customers active between purchases and using those interactions to refine marketing. Participation in a game or challenge can create another stream of behavioural data, which can then be used to tailor future offers.

Industry view

Al Henderson outlined the rationale for the partnership.

"Modern loyalty is no longer just about transactions-it's about interaction. By partnering with Playable, we are merging Eagle Eye's enterprise AI personalisation with world-class marketing gamification. Gamification is the ultimate engine for customer engagement because it turns everyday loyalty programs into immersive experiences. Together, we are helping retailers drive deeper participation, capture vital first-party data through play, and turn casual shoppers into passionate, lifelong brand advocates," said Al Henderson, Chief Partnerships Officer at Eagle Eye.

Eagle Eye also pointed to implications for retailers in Australia, New Zealand and wider Asia-Pacific markets, where mobile-led shopping behaviour and omnichannel retail strategies continue to shape loyalty investment.

Jonathan Reeve, ANZ Director at Eagle Eye, said retailers in the region were moving towards more interactive programmes.

"Across ANZ, loyalty is evolving from a transactional model into something far more engaging, interactive and personalised. Gamification, powered by the latest technological innovation, offers retailers an exciting and powerful way to encourage ongoing interaction with customers, generating richer first-party data about what motivates them," said Jonathan Reeve, ANZ Director at Eagle Eye.

He added: "The real opportunity comes when those interactions are connected to the underlying loyalty architecture, so a game or challenge can instantly trigger a relevant reward, offer or experience for that individual. For ANZ retailers operating across increasingly digital and omnichannel markets, that combination of engagement, personalisation and scale has enormous potential."

Regional focus

Aaron Crowe, Head of Revenue, APAC at Eagle Eye, said demand for interactive mobile experiences was a common theme across a varied regional market.

"APAC is an incredibly diverse retail market, but one thing we see consistently is consumers' appetite for mobile-first, interactive experiences that offer genuine value. Gamification gives brands a way to tap into that behaviour while moving loyalty beyond simply rewarding a purchase," said Aaron Crowe, Head of Revenue, APAC at Eagle Eye.

He said the strongest use case came when gamification was tied directly to a broader loyalty system rather than run as a separate marketing activity.

"A customer's participation in a challenge or game can become another valuable signal that helps a retailer understand their preferences and deliver a more relevant experience next time. For retailers across Asia, the key learning is that gamification is most powerful when it isn't a standalone campaign, but part of a connected loyalty ecosystem where engagement can translate into personalised rewards and stronger long-term customer relationships," Crowe said.

Eagle Eye serves major retailers, grocers, hospitality groups, and travel brands. Its platform executes more than 1.8 billion personalised offers each week and manages more than 813 million loyalty member wallets worldwide.