American Express Targets New Card for Video Game Players

September 4, 2013, Written By Bill Hardekopf
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.

Users earn 1,000 Riot Points when they sign up for the card and an additional 1,000 points after loading $20 to the card. Then, 10,000 bonus points are added when a person links a direct deposit account to the card, and other points can be earned for each dollar after that.

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.

The information contained within this article was accurate as of September 4, 2013. For up-to-date
information on any of the terms, cards or offers mentioned above, visit the issuer's website.

About Bill Hardekopf

Bill Hardekopf is the CEO of and covers the credit card industry from all perspectives. Bill has been involved with personal finance for over 15 years. He is a frequent contributor to Forbes, The Street and The Christian Science Monitor.
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