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.

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.

"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.

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