American Express Targets New Card for Video Game Players
In an effort to attract new and younger consumers, American Express has launched a line of prepaid cards in association with the online video game, League of Legends.
The new prepaid cards contain illustrations of League of Legends characters, and are accompanied by a rewards program for Riot Games, the makers of League of Legends.
There is no cost to play this very popular game, but players purchase “Riot Points” in order to gain access to characters and additional features, both of which help improve their gamesmanship.
The game has over 32 million players worldwide, mostly males between the ages of 18 and 24. American Express hopes that the loyalty these players have for the game will translate to a commitment to their prepaid cards.
“We are about loyalty, we are about contact and long-lasting engagement. This is an ideal fit from an audience perspective,” said Stefan Happ, American Express general manager for online and mobile.