ADAG selects SurfGold to build gaming community for Zapak

New Delhi, Dec 17 (UNI) Reliance ADA Group has awarded a contract to SurfGold, leading loyalty marketing consultancy, to build a community of gamers for its just-launched gaming portal Zapak.com.

SurfGold will use its proprietary 'loyalty engine' technology to integrate with Zapak.com and create a point-based loyalty programme.

It will allow loyal gamers to earn points for playing games on the portal and redeem their points for rewards.

''We were looking for an end-to-end programme management solution which was also cost-effective to drive our loyalty marketing initiative. We chose SurfGold for its strong cross-functional capabilities in loyalty marketing, technology and redemption management, to get the best results,'' Zapak.com Chief Marketing Officer Arun Mehra said.

The loyalty programme will help Zapak.com in building a community of loyal gamers enhancing the brand association amongst the target group. The programme, designed keeping in mind the requirements of online gamers, will motivate them to play exciting games repeatedly and make their stay longer on the portal, he added.

The programme will be powered by SurfGold's proprietary loyalty technology - 'Loyalty Engine R4' - which will save cost and time making it more effective and efficient.

Zapak seeks to become India's largest gaming portal by offering engaging and compelling products and services.

SurfGold operates from seven countries -- Singapore, India, Hong Kong, China, Taiwan, Korea and Indonesia -- in the Asia-Pacific region and is also present through agent representations in Malaysia, Thailand, Australia, New Zealand, Philippines and Japan.

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