Social gaming company Zynga partners with bank rewards scheme
Low value points redemption designed to increase programme participation
Social games company Zynga has partnered with Citi to make a line of exclusive game items available for Citi cardholders to purchase with their rewards program points.
Zynga, most of whose revenue comes from games on Facebook, already has a similar agreement in place with American Express.
With as few as 600 Thank You Rewards points, users can purchase physical gift cards or virtual currency to be used in Facebook games such as FarmVille, FrontierVille, Mafia Wars and Café World.
Citi is hoping the low points value rewards will encourage use of its loyalty scheme by people who currently do not use it as they have not built up enough points to buy anything.
Citi started its Thank You Rewards program in 2004. Members can earn points from across a range of Citi businesses, from checking accounts to everyday banking. Zynga has more than 215 million monthly active users playing its games.