American Express has announced a sponsorship agreement with Riot Games, the developers of online games like League of Legends, which has 32million players globally.
As part of the agreement prepaid debit cards have been created that feature illustrations of characters from the game and that allow cardholders to get “Riot Points” that can be used to buy characters and other extras in the game.
According to the New York Times, users receive 1,000 points when they sign up for the card and an additional 1,000 points after loading $20 onto it. Points can be earned for the first 10 purchases made with the card, and 10,000 points are awarded the first time a card is linked to an account.
Aimed at young adults, the prepaid card requires no credit check, activation fee or minimum balance. Instead it’s loaded with a cardholder’s own money.
The deal comes as Amex tries to reach the ‘millennial generation’, which they have apparently failed to do via television and social media.
Amex worked with digital agency Rokkan on the campaign, which comprises a 30-second ad explaining how the card works as well as digital banner ads that will appear on the League of Legends Championship Series Web site from Wednesday 14 August.