Initial Rewards Team to ride 750 miles for Charity
05 April, 2013, London, UK: Initial Rewards, best known for its killer branded merchandise, loyalty point stores and devastatingly handsome staff, is taking to the roads raise money in the Capital to Coast Charity bike ride. Ten brave staffers have stepped forward and committed to the 75 mile trek from London to Brighton to raise funds for Norwood and the Down's Syndrome Association.
more...Team Initial is joining over 2000 riders from all over the UK to turn pedal power into vital funds during the Capital to Coast Cycle Challenge for Charity, from London to Brighton, on Sunday, 30 June. Capital to Coast 2013 aims to raise an estimated £300,000 for two charities: Norwood and the Down's Syndrome Association.
Here's what the team had to say about the ride:
- Fearless Leader, James R: "Carrying the Reuben torch."
- Yannis A: "Who decided on 75 miles?"
- Kelly K: "I'm booking my massage now!"
- Cathy B: "I'm gonna be so proud of us after this!"
- Lizzie C: "I'm going to smoke you slow coaches."
- Phil C: "75 miles? I do that before breakfast."
- Lauren G: "I need a bike!"
- Lincoln J: "Are you serious? This is a joke, right?"
- Daisy H: "I got a sick new bike. I'm in!"
- Nick C: "Come on, guys! Let's do this!!!"
Setting off from the iconic London Eye, Team Initial hopes to prove several things through this test of endurance.
- Team work makes anything more enjoyable
- Riding a bike for 8 hours won't kill us but might make sitting problematic the next day at work.
- We can do anything if we have a goal.
- Doing it for charity makes everyone feel good.
If you would like to support Team Initial in our effort to raise funds, please visit our website here: www.virginmoneygiving.com/team/TeamInitial. We are also accepting training tips and kind words of support in addition to a charitable donation. Thank you very much in advance.
Submitted: 2013-04-05
Skrill partners with loyalty expert Initial Rewards for improved VIP Store
London, 15/02/2013 - Skrill, one of Europe's largest online payment systems providers, has announced a partnership with loyalty and reward specialist Initial Rewards, to launch a best-in-class loyalty point store for Skrill's VIP customers.
more...Initial Rewards is an industry leader in B2C loyalty schemes providing loyalty point stores, prize fulfilment, VIP gifting and customer retention programmes to hundreds of global companies. The partnership with Skrill includes the launch of a loyalty point store through which Skrill customers will be able to use points earned to purchase cash bonuses as well as products from top name consumer brands.
The new VIP store is part of Skrill's on going commitment to rewarding customers and building loyalty.
Lee Reuben, Managing Director of Initial Rewards, said of the partnership, "We've had a long-standing solid relationship with Skrill, and this partnership will allow us to serve its customers more effectively."
Joseph Hall, Vice President of Leisure and Entertainment said "The new store will allow us to offer a unique rewards scheme to all of our VIP customers, giving them incentive to keep using Skrill and building on our differentiation in the wider market place."
The new store launched on 21 February 2013 and can be found at http://skrill.com/vip/vip-store/.
About Skrill
Skrill is one of Europe's largest online payments systems and among the world's largest independent digital wallet providers with 30 million account holders. The Skrill Digital Wallet enables any customer to make online payments conveniently and securely without revealing personal financial data, as well as send and receive money online cost-effectively. Skrill's mission is to become the first choice for online payments.
Skrill's worldwide payment network offers businesses access to direct payment processing via 100 payment options in 200 countries and territories and 40 currencies through just one integration. Allowing everyone to pay and get paid globally.
Founded in 2001, Moneybookers Limited, now trading as "Skrill", was the first e-money issuer to be authorised and regulated by the FSA. In 2007, Investcorp Technology Partners undertook the buyout of the company from its founders.
Contact
EML Wildfire
Ian McKee / Hannah Wright / Vicki Eltis
+44 208 408 8000
skrill@emlwildfire.com
Submitted: 2013-03-26
Initial arcade press release
Initial Rewards announces the launch of its proprietary Achievement-Based Rewards software platform as the newest addition to its portfolio of loyalty services for the iGaming Industry.
more...
As the leader in loyalty programs for the iGaming industry, Initial Rewards has built an Achievement-Based platform to improve player engagement and customer loyalty
more...
As the leader in loyalty programs for the iGaming industry, Initial Rewards has built an Achievement-Based platform to improve player engagement and customer loyalty
Download the press release here
Submitted: 2013-02-02
Initial Rewards is redefining Loyalty with Games
more...
Kelly Kehn of Initial Rewards tells Gambling Insider Magazine about the new era of loyalty and Gamification.
Submitted: 2013-02-01
Changing Loyalty through Gamification.
more...
Kelly Kehn of Initial Rewards discusses with EGR how they are changing loyalty for their iGaming clients through Gamification.
Download the full article here
Submitted: 2013-01-01
Cash – No Longer King
more...
Adam Wilson of Initial Rewards discusses with EGR Magazine how believes that the ‘Cash is King’ mantra applied to rewarding loyalty to ones brand is a thing of the past.
Download the full artcile here
Submitted: 2012-03-01
An Unstoppable Force
more...
Jon Reuben of Initial Rewards talks to eGaming Review about the lengths his company will go to deliver on its promise.
Submitted: 2011-10-01
Loyalty Works Both Ways
Lee Reuben, joint managing director of Initial Rewards, extols the virtues of a competently devised player loyalty program. more...
Submitted: 2010-09-23
Initial Reduce Freight Costs
more...
With immediate effect, we are delighted to announce that the Fedex costs charged on all shipments will be reduced by 5.25%.
This reduction is the result of recent negotiations with Fedex, and reflects the increased number of shipments dispatched by Initial Rewards using the Fedex service.
In line with our Policy of delivery costs not being a profit centre, we have adjusted our delivery matrix and are passing on the full reduction to our customers and their players.
Submitted: 2010-08-18
Initial Rewards Launches Loyalty Stores for Ladbrokes and Unibet
Industry leader in Loyalty Marketing Services now servicing 100,000 users a month more...
London 19th May 2010: Initial Rewards Ltd announced today the launch of two new loyalty platforms for leading eGaming brands Ladbrokes and Unibet. The launch of these stores reinforces Initial Rewards position as the leading loyalty and marketing partner for premier e-gaming brands globally, reflected by the company being shortlisted for eGaming Review Awards 2010 Marketing Partner of the Year.
"Despite the economic slow down, Initial Rewards has seen tremendous business growth", comments Initial director Lee Reuben. "eGaming marketers are increasingly aware that customer retention through loyalty programs not only works, but provides an impressive return on investment. They are now taking the Loyalty Point Programs far more seriously than in previous years."
Initial Rewards customer footfall increased last year to see over 100,000 players enter online stores per month, with over £1million worth of loyalty points to spend on an ever expanding range of unique branded products and consumer branded gifts.
Both stores include a range of new functionality and include the launch of a new Reverse Auction function which hopes to see the high stakes continue even in the loyalty game, with a bargain hunting competitive element added to the rewards platforms.
The stores can be found at http://www.unibetshop.com/ and http://poker-shop.ladbrokes.com.
"Despite the economic slow down, Initial Rewards has seen tremendous business growth", comments Initial director Lee Reuben. "eGaming marketers are increasingly aware that customer retention through loyalty programs not only works, but provides an impressive return on investment. They are now taking the Loyalty Point Programs far more seriously than in previous years."
Initial Rewards customer footfall increased last year to see over 100,000 players enter online stores per month, with over £1million worth of loyalty points to spend on an ever expanding range of unique branded products and consumer branded gifts.
Both stores include a range of new functionality and include the launch of a new Reverse Auction function which hopes to see the high stakes continue even in the loyalty game, with a bargain hunting competitive element added to the rewards platforms.
The stores can be found at http://www.unibetshop.com/ and http://poker-shop.ladbrokes.com.
Submitted: 2010-05-19
Initial Rewards shortlisted in the eGaming Review B2B Awards
Initial Rewards has been included in the shortlist for Marketing Partner of Year for the eGaming Review B2B Awards. more...
The category is hotly contended by 6 other entrants, but represents a recognition by the Industry of the improvements that Initial Rewards has made in the past 12 months; not least seeing our customer base enlarged dramatically, adding industry heavyweights such as Partygaming, Titan, Unibet, Ladbrokes, Betfair, Sporting Bet and 888 to name a few, with the overwhelming success of Everest Poker’s loyalty point store standing out as a particular achievement for the year.
Now in its 6th year, the EGR Awards are the industry's premier awards ceremony, rewarding the very best in the online gaming industry. New for 2010 is the launch of awards for the industry's service providers and B2B operators.
The Awards will be presented at a gala dinner on 14th June 2010 at London's stunning Old Billingsgate.
Now in its 6th year, the EGR Awards are the industry's premier awards ceremony, rewarding the very best in the online gaming industry. New for 2010 is the launch of awards for the industry's service providers and B2B operators.
The Awards will be presented at a gala dinner on 14th June 2010 at London's stunning Old Billingsgate.
Submitted: 2010-05-13
Initial Rewards launches new website
Increased range of services inspires new website. more...
Initial Rewards Ltd, a global leader in promotional merchandise and loyalty reward programs for the Gaming Industry, today announced that it has launched its new corporate website. The new website reflects the growing list of services the Company offers and further solidifies the move away from being a poker only supplier of merchandise & loyalty programs to include all the major gaming verticals; Casino, Sports, Bingo & Poker which was announced in December 2008.
Most notable is the creation of a new Events Department. Events are considered to be one of the most strategic marketing & communication tools by companies of all sizes. From corporate entertainment to business events and team building, companies create events to help them communicate with clients, potential clients and staff.
Our team of experts, including party designers & specialist technicians, have over 20 years professional experience. We can assist with every element from concept to venue selection, table design, floral displays, entertainment and production to staging, lighting, sound and food.
Our unique experience in Gaming means we can stage a Poker Tournament for your VIP players, complete with tables, chips, cards and dealers. Alternatively, you might prefer a Champagne Reception to celebrate a milestone, with celebrity entertainment and great food on offer.
Initial Rewards provides loyalty programs for more than 20 different operators, including ParadisePoker and Everest Poker. The product range is unique to each operator, and the team at Initial provide everything from custom-made branded goods such as chipsets and clothing to the more exclusive items, such as Cartier watches and even exclusive holidays on private islands. It’s a loyalty scheme for everyone from newbies to high rollers – with online, everyone is important!
Visit the new website at www.initialrewards.com
ABOUT INITIAL REWARDS - Initial Rewards is now the largest dedicated supplier of promotional merchandise and loyalty reward programs for the Gaming Industry outside of North America having long been the UK market leader in the supply and management of promotional merchandise to all major industry sectors in the UK. Senior management have had over 30 years of experience supplying & sourcing quality merchandise which has enabled the company to set up a unique business infrastructure with the ability to provide a one stop shop for promotional merchandise and loyalty reward programs for the global Gaming industry. Integrating back end loyalty platforms through the API connection with the major remote gambling software providers, Initial Rewards has simplified the set up process by allowing a player to log into a universal network that registers their name, password, country, and amount of points in their account. Initial Rewards offer clients a huge portfolio of products and services that involve promotional merchandise and loyalty reward programs. As an expert in promotional merchandise and loyalty reward programs, the company constantly innovates, adding new brands to its product portfolio and new services for its clients.
Most notable is the creation of a new Events Department. Events are considered to be one of the most strategic marketing & communication tools by companies of all sizes. From corporate entertainment to business events and team building, companies create events to help them communicate with clients, potential clients and staff.
Our team of experts, including party designers & specialist technicians, have over 20 years professional experience. We can assist with every element from concept to venue selection, table design, floral displays, entertainment and production to staging, lighting, sound and food.
Our unique experience in Gaming means we can stage a Poker Tournament for your VIP players, complete with tables, chips, cards and dealers. Alternatively, you might prefer a Champagne Reception to celebrate a milestone, with celebrity entertainment and great food on offer.
Initial Rewards provides loyalty programs for more than 20 different operators, including ParadisePoker and Everest Poker. The product range is unique to each operator, and the team at Initial provide everything from custom-made branded goods such as chipsets and clothing to the more exclusive items, such as Cartier watches and even exclusive holidays on private islands. It’s a loyalty scheme for everyone from newbies to high rollers – with online, everyone is important!
Visit the new website at www.initialrewards.com
ABOUT INITIAL REWARDS - Initial Rewards is now the largest dedicated supplier of promotional merchandise and loyalty reward programs for the Gaming Industry outside of North America having long been the UK market leader in the supply and management of promotional merchandise to all major industry sectors in the UK. Senior management have had over 30 years of experience supplying & sourcing quality merchandise which has enabled the company to set up a unique business infrastructure with the ability to provide a one stop shop for promotional merchandise and loyalty reward programs for the global Gaming industry. Integrating back end loyalty platforms through the API connection with the major remote gambling software providers, Initial Rewards has simplified the set up process by allowing a player to log into a universal network that registers their name, password, country, and amount of points in their account. Initial Rewards offer clients a huge portfolio of products and services that involve promotional merchandise and loyalty reward programs. As an expert in promotional merchandise and loyalty reward programs, the company constantly innovates, adding new brands to its product portfolio and new services for its clients.
Submitted: 2009-08-05
Everest Poker Launches Loyalty Platform with Initial Rewards
Cements Initial Rewards Position as #1 in Loyalty Services Industry more...
London 26th March 2009: Initial Rewards Ltd announced today the launch of the 'Summit Points Store' loyalty platform for leading eGaming brand Everest Poker. The launch, following months of preparation and selection of unique branded products, confirms Initial’s position as the global leader in loyalty reward programs and promotional merchandise for the Gaming Industry.
"This is by far the most impressive project we have undertaken, for one of the largest and most respected poker brands in the world", comments Initial director Lee Reuben. "We are both proud and delighted that Everest Poker chose Initial Rewards to design and build this loyalty platform – it literally puts us on top of the world in the industry for provision of loyalty services."
Everest Poker is the fourth largest independent online poker operator in the world – a fact reflected by the company's title sponsorship of the World Series of Poker and its many other event sponsorships around the world.
Initial Rewards has spent more than seven months developing the 'Summit Points Store' in conjunction with Everest Poker, including full store front design, innovative product selection and technical integration. Lee Reuben added that they expect "huge things from this particular loyalty store". The 'Summit Points Store' is live from 26th March 2009 at 10am and is located at http://store.everestpoker.com.
Everest Brand Manager Ken Berman commented, "As a leading global poker brand, Everest is committed to bringing its players the very best experience imaginable. In the case of a loyalty store to reward our players the choice was clear - Initial Rewards has the experience and talent to deliver the quality of service that our users have come to expect."
Initial was founded in 2007 by brand loyalty experts Lee and Jon Reuben, and the company currently sees over 10,000 customers per quarter redeeming products from loyalty points earned (Q4 2008).
"This is by far the most impressive project we have undertaken, for one of the largest and most respected poker brands in the world", comments Initial director Lee Reuben. "We are both proud and delighted that Everest Poker chose Initial Rewards to design and build this loyalty platform – it literally puts us on top of the world in the industry for provision of loyalty services."
Everest Poker is the fourth largest independent online poker operator in the world – a fact reflected by the company's title sponsorship of the World Series of Poker and its many other event sponsorships around the world.
Initial Rewards has spent more than seven months developing the 'Summit Points Store' in conjunction with Everest Poker, including full store front design, innovative product selection and technical integration. Lee Reuben added that they expect "huge things from this particular loyalty store". The 'Summit Points Store' is live from 26th March 2009 at 10am and is located at http://store.everestpoker.com.
Everest Brand Manager Ken Berman commented, "As a leading global poker brand, Everest is committed to bringing its players the very best experience imaginable. In the case of a loyalty store to reward our players the choice was clear - Initial Rewards has the experience and talent to deliver the quality of service that our users have come to expect."
Initial was founded in 2007 by brand loyalty experts Lee and Jon Reuben, and the company currently sees over 10,000 customers per quarter redeeming products from loyalty points earned (Q4 2008).
Submitted: 2009-03-25
Initial Rewards Signs Three Year Deal With Merge Gaming
Company To Provide Loyalty Platforms Across All Merge Gaming Licencees more...
London 19th Feb 2009: Initial Rewards Ltd, a global leader in loyalty reward programs and promotional merchandise for the Gaming Industry, today announced the company has signed a three year deal with Merge Gaming to provide loyalty platforms and support across all licenced brands of the online poker software provider.
"Through this deal with Merge Gaming, Initial Rewards re-affirms its leading position within the loyalty industry for online gambling operators", comments Initial director Lee Reuben. "Our relationships with Playtech, MicroGaming, Cryptologic and now Merge Gaming deliver loyalty rewards to thousands of customers each month. We're proud to be the number one tool in customer retention for the e-gaming industry."
Merge Gaming has more than eighteen brands hosting poker rooms using Merge back-end software and administration tools, including Carbon Poker and PDC Poker. The company is quickly becoming one of the fastest growing networks in the online gaming industry, offering clients a flexible, customizable package to set up an operation, and Initial Rewards makes the perfect partner for each clients loyalty platform.
"We searched high and wide looking for a loyalty store provider, in the end the choice was simple. Initial are the best in the business and have been for a long time. Merge Gaming is a highly innovative company and some of our licensees will be doing some exciting projects with the store." Marketing Director, Ian Williams stated.
Initial was founded in 2007 by brand loyalty experts Lee and Jon Reuben, and their CRM experience in the remote gambling industry is recognized by clients such as Paradise Poker and Betfair. Initial Rewards currently sees over 10,000 customers per quarter redeeming various products from loyalty points earned (Q4 2008).
"Through this deal with Merge Gaming, Initial Rewards re-affirms its leading position within the loyalty industry for online gambling operators", comments Initial director Lee Reuben. "Our relationships with Playtech, MicroGaming, Cryptologic and now Merge Gaming deliver loyalty rewards to thousands of customers each month. We're proud to be the number one tool in customer retention for the e-gaming industry."
Merge Gaming has more than eighteen brands hosting poker rooms using Merge back-end software and administration tools, including Carbon Poker and PDC Poker. The company is quickly becoming one of the fastest growing networks in the online gaming industry, offering clients a flexible, customizable package to set up an operation, and Initial Rewards makes the perfect partner for each clients loyalty platform.
"We searched high and wide looking for a loyalty store provider, in the end the choice was simple. Initial are the best in the business and have been for a long time. Merge Gaming is a highly innovative company and some of our licensees will be doing some exciting projects with the store." Marketing Director, Ian Williams stated.
Initial was founded in 2007 by brand loyalty experts Lee and Jon Reuben, and their CRM experience in the remote gambling industry is recognized by clients such as Paradise Poker and Betfair. Initial Rewards currently sees over 10,000 customers per quarter redeeming various products from loyalty points earned (Q4 2008).
Submitted: 2009-03-04
Industry Veteran Hilly Ehrlich Joins Initial Rewards
Loyalty Experts Expand Industry Reach With New Appointment more...
London 19th Feb 2009: Initial Rewards Ltd, a global leader in loyalty reward programs and promotional merchandise for the Gaming Industry, today announced the appointment of well-known industry veteran Hilly Ehrlich to the Board of Directors, in a move designed to broaden Initial’s already extensive industry connections overnight. Ehrlich will head up a new office in Tel Aviv where he is based - the group's second overseas office in addition to the London HQ and Taiwan offices.
"With this appointment, Initial Rewards is tapping into a huge range of industry decision makers", comments Initial director Lee Reuben. "Hilly's expertise and long-standing relationship with so many people across the industry will introduce new opportunities for Initial to cement their position as the original and the best in the loyalty game. Customer retention is key in today's market environment, and Initial Rewards is unique in combining loyalty with experience."
Hilly Ehrlich's most recent role was as Head of Poker Networks at PartyPoker, while previously he was VP Marketing Online at WPT and Head of Poker at Intercontinental Online Gaming. Hilly is also currently working with Montel Williams on a new poker TV show format due to air in November this year. He is well-known and respected by many industry faces, and it's this reputation from which Initial hopes to reap the benefits.
Hilly Ehrlich commented, "I'm flattered and excited by this appointment. I know the Reubens as friends as well as business leaders in their field. It will be an honour to work with them and to develop the Initial Rewards business further, maintaining their market leading position".
Initial's CRM experience in the remote gambling industry is widely attested by clients such as Paradise Poker and Betfair. Founded in 2007 by brand loyalty experts Lee and Jon Reuben, Initial Rewards has just seen its most successful quarter yet, with over 10,000 customers redeeming various products from loyalty points earned in 2008 Q4.
Initial are currently working on a number of big projects, leveraging their relationships with leading companies such as Playtech, Cryptologic, Microgaming and Merge Gaming to integrate back end loyalty platforms through the API connection, simplifying the set up process by allowing a player to log into a universal network that registers their name, password, country, and amount of points in their account.
"With this appointment, Initial Rewards is tapping into a huge range of industry decision makers", comments Initial director Lee Reuben. "Hilly's expertise and long-standing relationship with so many people across the industry will introduce new opportunities for Initial to cement their position as the original and the best in the loyalty game. Customer retention is key in today's market environment, and Initial Rewards is unique in combining loyalty with experience."
Hilly Ehrlich's most recent role was as Head of Poker Networks at PartyPoker, while previously he was VP Marketing Online at WPT and Head of Poker at Intercontinental Online Gaming. Hilly is also currently working with Montel Williams on a new poker TV show format due to air in November this year. He is well-known and respected by many industry faces, and it's this reputation from which Initial hopes to reap the benefits.
Hilly Ehrlich commented, "I'm flattered and excited by this appointment. I know the Reubens as friends as well as business leaders in their field. It will be an honour to work with them and to develop the Initial Rewards business further, maintaining their market leading position".
Initial's CRM experience in the remote gambling industry is widely attested by clients such as Paradise Poker and Betfair. Founded in 2007 by brand loyalty experts Lee and Jon Reuben, Initial Rewards has just seen its most successful quarter yet, with over 10,000 customers redeeming various products from loyalty points earned in 2008 Q4.
Initial are currently working on a number of big projects, leveraging their relationships with leading companies such as Playtech, Cryptologic, Microgaming and Merge Gaming to integrate back end loyalty platforms through the API connection, simplifying the set up process by allowing a player to log into a universal network that registers their name, password, country, and amount of points in their account.
Submitted: 2009-02-26
Initial Poker Rebrands, Aims to Reap Rewards
Initial Poker Ltd. has made a name for itself in the I-gaming industry as the one-stop shop for rewards programs. It does all the dirty work for companies that want to give customers something back for playing -- the software developing, the stocking, the warehousing, the distribution. The only problem was, Initial Poker became solely associated with poker -- or even worse, company co-founder Lee Reuben told IGamingNews -- some thought it was just an operator. more...
"So, they were like 'Are you with Microgaming, or are you with iPoker?' And we were like 'No, no, no, no -- you're getting it wrong.' So, we had to change the name to give people a better flavor of what we do," Lee said in a telephone interview on Monday.
Officially announced on Monday, Initial Poker Ltd. now will be known as Initial Rewards Ltd. The rewards program merchandise supplier is taking aim at all gaming verticals: casino, sports, bingo and poker.
Founded in 2007 by cousins Lee and Jon Reuben, Initial Rewards grew out of another merchandising company called Initial Incentives, where Lee has been the managing director since 1993. According to Lee, Initial Incentives has run promotions for all the major United Kingdom companies including British Airways, the British Broadcasting Corporation and Sky Television. The idea for Initial Rewards came about three years ago, when Lee was in Gibraltar meeting with PartyGaming to discuss promotional merchandise for its loyalty platform.
"We came away from the meeting just talking about the information they had given us, saying 'My goodness, what a huge business the store is in itself,'" Lee recalled. "And we thought, 'Wow, I wonder how the smaller operators would ever be able to replicate that -- how could they ever compete?'"
So, Lee and Jon built a platform that allowed smaller operators to enter the same playing field with the bigger poker companies at a lower cost. Since then, Lee said that bigger operators have decided not to waste time by running their own rewards stores and outsourced the hassle to Initial.
The platform works by having customers log in to the gaming site's corresponding rewards store, which Initial skins for each operator, using the same username and password from the poker site. Lee explained that when a customer logs into the store, his or her name will appear as will the amount of points ready to be redeemed.
"We have found a niche for ourselves, which I am very grateful for," he said. "Being poker players, myself and my partner, we felt like we had a good understanding of what poker players wanted to see in their stores, and we had a good understanding of what operators would want from us. And that's been proved by the fact that we are live with so many stores."
Currently, Lee said Initial Rewards operates 28 shops for I-gaming operators, including Sportingbet's Paradise Poker, Poker Heaven, Mansion, Expect.com and Fortune Poker, among others. He believes this number will grow by the end of January with the launch of four new stores, one of which will be with a major poker operator, but Lee said he cannot disclose which one.
He said the combined traffic from all shop Web sites will also double with the expansion -- going from 1 million page views a month to 2 million. He said the sites receive 25,000 unique visitors monthly, another number he projected will double by the end of next month.
"We are busy building stores as we speak for one of the United Kingdom's largest online bingo rooms because they also have a loyalty platform," Lee said. "And loyalty retention is very hard. I remember someone said to me once 'It's easy to find new players; the hard part is keeping them.' That's a large part of what these loyalty programs are all about -- retention."
Harry Lang, managing partner of The Fridge, an integrated gaming marketing agency, sees rewards programs as a necessary evil. He told IGN on Monday that if other sites aren't giving out prizes for playing games, then players might be drawn to those that are.
"Once one of them had it, they all had it," he said. "But none of them are very different."
A real downfall, he said, is having a boring rewards program. At that point, he thinks some companies are adding these programs to the site just to do it. Another negative to a rewards program is that many prizes given out aren't of real value to the customer.
"I've been playing on (Poker) Stars and (Full) Tilt (Poker) for two or three years with low stakes," said Mr. Lang. "I could get myself a pack of cards off their frequent player program. Unless you're a serious player, it's quite hard to get something that's worth having."
The few rewards programs that stand out to Mr. Lang are on Virgin Games, PokerStars and Full Tilt Poker. To Mr. Lang, these are the only ones that are truly brand focused.
"That to me has got a strong message," he said about Virgin Games' program. "It collects towards a couple of free flights somewhere. You can take your wife or girlfriend away having not talked to her for six months while you play poker. That is a quite nice thing to work towards, and it very much relates back to the brand, which is why theirs has always claimed to be very strong."
As for PokerStars and Full Tilt Poker, Mr. Lang explained, they offer players the ability to face off against the pros, which he considers much more appealing than a deck of cards. Nevertheless, Mr. Lang called rewards programs a must-have, though he views sponsorship to be the best way for I-gaming companies to conduct brand marketing.
On the other hand, Lee views his rewards program stores as a great branding tool that's focused on the player. He said that by giving poker players branded hoodies and sunglasses, there's a chance that when those players are not betting online, they are at home or in a casino with friends wearing that branded hoodie. It gives them bragging rights, he explained.
"The fact that they actually just spent their points for it doesn't matter," he adds. "They can turn around and say 'I'm sponsored,' or 'I won this' because ultimately that's what they like. Poker is about proving that you are better at it then someone else. If they are wearing the merchandise and giving that impression, then that's what they want to show."
Officially announced on Monday, Initial Poker Ltd. now will be known as Initial Rewards Ltd. The rewards program merchandise supplier is taking aim at all gaming verticals: casino, sports, bingo and poker.
Founded in 2007 by cousins Lee and Jon Reuben, Initial Rewards grew out of another merchandising company called Initial Incentives, where Lee has been the managing director since 1993. According to Lee, Initial Incentives has run promotions for all the major United Kingdom companies including British Airways, the British Broadcasting Corporation and Sky Television. The idea for Initial Rewards came about three years ago, when Lee was in Gibraltar meeting with PartyGaming to discuss promotional merchandise for its loyalty platform.
"We came away from the meeting just talking about the information they had given us, saying 'My goodness, what a huge business the store is in itself,'" Lee recalled. "And we thought, 'Wow, I wonder how the smaller operators would ever be able to replicate that -- how could they ever compete?'"
So, Lee and Jon built a platform that allowed smaller operators to enter the same playing field with the bigger poker companies at a lower cost. Since then, Lee said that bigger operators have decided not to waste time by running their own rewards stores and outsourced the hassle to Initial.
The platform works by having customers log in to the gaming site's corresponding rewards store, which Initial skins for each operator, using the same username and password from the poker site. Lee explained that when a customer logs into the store, his or her name will appear as will the amount of points ready to be redeemed.
"We have found a niche for ourselves, which I am very grateful for," he said. "Being poker players, myself and my partner, we felt like we had a good understanding of what poker players wanted to see in their stores, and we had a good understanding of what operators would want from us. And that's been proved by the fact that we are live with so many stores."
Currently, Lee said Initial Rewards operates 28 shops for I-gaming operators, including Sportingbet's Paradise Poker, Poker Heaven, Mansion, Expect.com and Fortune Poker, among others. He believes this number will grow by the end of January with the launch of four new stores, one of which will be with a major poker operator, but Lee said he cannot disclose which one.
He said the combined traffic from all shop Web sites will also double with the expansion -- going from 1 million page views a month to 2 million. He said the sites receive 25,000 unique visitors monthly, another number he projected will double by the end of next month.
"We are busy building stores as we speak for one of the United Kingdom's largest online bingo rooms because they also have a loyalty platform," Lee said. "And loyalty retention is very hard. I remember someone said to me once 'It's easy to find new players; the hard part is keeping them.' That's a large part of what these loyalty programs are all about -- retention."
Harry Lang, managing partner of The Fridge, an integrated gaming marketing agency, sees rewards programs as a necessary evil. He told IGN on Monday that if other sites aren't giving out prizes for playing games, then players might be drawn to those that are.
"Once one of them had it, they all had it," he said. "But none of them are very different."
A real downfall, he said, is having a boring rewards program. At that point, he thinks some companies are adding these programs to the site just to do it. Another negative to a rewards program is that many prizes given out aren't of real value to the customer.
"I've been playing on (Poker) Stars and (Full) Tilt (Poker) for two or three years with low stakes," said Mr. Lang. "I could get myself a pack of cards off their frequent player program. Unless you're a serious player, it's quite hard to get something that's worth having."
The few rewards programs that stand out to Mr. Lang are on Virgin Games, PokerStars and Full Tilt Poker. To Mr. Lang, these are the only ones that are truly brand focused.
"That to me has got a strong message," he said about Virgin Games' program. "It collects towards a couple of free flights somewhere. You can take your wife or girlfriend away having not talked to her for six months while you play poker. That is a quite nice thing to work towards, and it very much relates back to the brand, which is why theirs has always claimed to be very strong."
As for PokerStars and Full Tilt Poker, Mr. Lang explained, they offer players the ability to face off against the pros, which he considers much more appealing than a deck of cards. Nevertheless, Mr. Lang called rewards programs a must-have, though he views sponsorship to be the best way for I-gaming companies to conduct brand marketing.
On the other hand, Lee views his rewards program stores as a great branding tool that's focused on the player. He said that by giving poker players branded hoodies and sunglasses, there's a chance that when those players are not betting online, they are at home or in a casino with friends wearing that branded hoodie. It gives them bragging rights, he explained.
"The fact that they actually just spent their points for it doesn't matter," he adds. "They can turn around and say 'I'm sponsored,' or 'I won this' because ultimately that's what they like. Poker is about proving that you are better at it then someone else. If they are wearing the merchandise and giving that impression, then that's what they want to show."
Submitted: 2008-12-10
Brand New Opportunities for Initial's Rewards Business
Initial Poker rebrands to become Initial Rewards Ltd more...
London 8th Dec 2008: Initial Poker Ltd, a global leader in promotional merchandise and loyalty reward programs for the Gaming Industry, today announced that it has changed its name to Initial Rewards Ltd with immediate effect. The new name reflects the move away from being a poker only supplier of merchandise & loyalty programs to include all the major gaming verticals; Casino, Sports, Bingo & Poker.
Founded in 2007 by brand loyalty experts Lee and Jon Reuben, Initial Rewards is one company not seeing red in the global credit crunch. In fact, the company has just seen its most successful quarter yet, with over 10,000 customers redeeming various products from loyalty points earned.
The name change follows the rapid growth of the remote gambling industry in the last couple of years, where casino, bingo, sports, and other games have been closing the gap on the poker market which has led the meteoric rise of online gaming since 2002.
Initial Rewards provides loyalty programmes for more than 20 different operators, including ParadisePoker and Betfair. The product range is unique to each operator, and the team at Initial provide everything from custom-made branded goods such as chipsets and clothing to the more exclusive items, such as Cartier watches and even exclusive holidays on private islands. It’s a loyalty scheme for everyone from newbies to high rollers – with online, everyone is important!
Founded in 2007 by brand loyalty experts Lee and Jon Reuben, Initial Rewards is one company not seeing red in the global credit crunch. In fact, the company has just seen its most successful quarter yet, with over 10,000 customers redeeming various products from loyalty points earned.
The name change follows the rapid growth of the remote gambling industry in the last couple of years, where casino, bingo, sports, and other games have been closing the gap on the poker market which has led the meteoric rise of online gaming since 2002.
Initial Rewards provides loyalty programmes for more than 20 different operators, including ParadisePoker and Betfair. The product range is unique to each operator, and the team at Initial provide everything from custom-made branded goods such as chipsets and clothing to the more exclusive items, such as Cartier watches and even exclusive holidays on private islands. It’s a loyalty scheme for everyone from newbies to high rollers – with online, everyone is important!
Submitted: 2008-12-08
IGamingBusiness November / December 2008
IGamingBusiness November / December 2008 Article. more...
Submitted: 2008-11-14
Initial Poker opens office in Taiwan
Initial Poker is delighted to announce the opening of our first overseas office in Taiwan more...
The primary function of this office will be to act as our authorised representative and local facilitator in such areas as inspection of goods, procurement, bidding and sign-off on the execution of contracts.
This announcement marks the start of an exciting period in the Company's growth. This new office will allow us to create better merchandise and more effective loyalty programmes, through the benefit of local knowledge that is simply not available unless one is based in that country.
Initial Poker is now the largest dedicated supplier of promotional merchandise and loyalty reward programs for the Gaming Industry outside of North America having long been the UK market leader in the supply and management of promotional merchandise to all major industry sectors in the UK. Senior management have had over 30 years of experience supplying & sourcing quality merchandise which has enabled us to set up a unique business infrastructure with the ability to provide a one stop shop for promotional merchandise and loyalty reward programs for the Gaming industry.
We offer our clients a huge portfolio of products and services that involve promotional merchandise and loyalty reward programs. As an expert in promotional merchandise and loyalty reward programs, we constantly innovate;
This announcement marks the start of an exciting period in the Company's growth. This new office will allow us to create better merchandise and more effective loyalty programmes, through the benefit of local knowledge that is simply not available unless one is based in that country.
Initial Poker is now the largest dedicated supplier of promotional merchandise and loyalty reward programs for the Gaming Industry outside of North America having long been the UK market leader in the supply and management of promotional merchandise to all major industry sectors in the UK. Senior management have had over 30 years of experience supplying & sourcing quality merchandise which has enabled us to set up a unique business infrastructure with the ability to provide a one stop shop for promotional merchandise and loyalty reward programs for the Gaming industry.
We offer our clients a huge portfolio of products and services that involve promotional merchandise and loyalty reward programs. As an expert in promotional merchandise and loyalty reward programs, we constantly innovate;
Submitted: 2008-07-11
Initial Poker signs VCPoker
Initial Poker sign an agreement with VC Poker to replace their Action Point Store more...
Initial Poker is delighted to announce the completion of a deal which sees the launch of a loyalty point redemption store for VC Poker. The store will replace the Action Point Store that VC Poker operated in-house until October 2007. The launch of the new store will be within the next 12 weeks. The store will also be available to the many VC Poker Licensees.
Initial Poker's software platform was developed specifically for the online gaming industry, and allows for a seamless link between player database and the e-commerce platform.
Initial Poker has established a large range of redemption gifts, ranging from poker chips & playing cards to iPods and Plasma TV's. All goods are stored and fulfilled from a dedicated warehouse located both in the UK and The Netherlands.
This announcement brings to the total number of loyalty point redemption stores operated by Initial Poker in the gaming world to 4.
In addition, Initial Poker currently operates a "coupon based" redemption system for Poker Heaven, Purple Lounge & Betfair, delivering high quality products to players around Europe.
Lee Reuben, MD of Initial Poker said "The plan for 2008 is for Initial Poker to close the available opportunities in the substantial pipeline, and we are on course to achieve this."
Lee Ferris, Mktg. Mgr. of VC Poker said "We're pleased to rollout a new and improved Action Point Store to our loyal customers offering a wide range of goods exclusive to VC Poker. Initial Poker delivers top notch merchandise with an outstanding commitment to customer service and we're pleased to partner with them to deliver an exceptional Rewards experience for our valued clientele."
Initial Poker's software platform was developed specifically for the online gaming industry, and allows for a seamless link between player database and the e-commerce platform.
Initial Poker has established a large range of redemption gifts, ranging from poker chips & playing cards to iPods and Plasma TV's. All goods are stored and fulfilled from a dedicated warehouse located both in the UK and The Netherlands.
This announcement brings to the total number of loyalty point redemption stores operated by Initial Poker in the gaming world to 4.
In addition, Initial Poker currently operates a "coupon based" redemption system for Poker Heaven, Purple Lounge & Betfair, delivering high quality products to players around Europe.
Lee Reuben, MD of Initial Poker said "The plan for 2008 is for Initial Poker to close the available opportunities in the substantial pipeline, and we are on course to achieve this."
Lee Ferris, Mktg. Mgr. of VC Poker said "We're pleased to rollout a new and improved Action Point Store to our loyal customers offering a wide range of goods exclusive to VC Poker. Initial Poker delivers top notch merchandise with an outstanding commitment to customer service and we're pleased to partner with them to deliver an exceptional Rewards experience for our valued clientele."
Submitted: 2008-07-11
Initial Poker announces collaboration with Boss Media.
Initial Poker is delighted to announce collaboration with Boss Media to become the Preferred Supplier for Boss Media Licensees for their Loyalty Point Redemption Stores.
more...
Eric Matsgård, VP Products of Boss Media continues "We very much look forward to start collaborating with Initial Poker. Boss Media welcomes innovation and by implementing the Loyalty Point Programme to our International Poker Network; IPN, we continue to add extra value to our customers and further motivate our players".
Boss Media is the first Poker Network to proactively encourage its Licensees to offer players a Loyalty Point Redemption Store. The collaboration will allow Licensees to choose from a generic template featuring a small selective range of products or to choose Initial Poker's fully bespoke Loyalty Point Redemption Store which can be fully skinned and offers a whole host of products for redemption – from branded chipsets & playing cards to Laptops & LCD TVs. All goods are stored and fulfilled from dedicated warehouses located in the UK and The Netherlands.
Several of Boss Media's Licensees have already expressed their desire to take up the Offer and the first Licensee should have a full, live Loyalty Point Redemption Store by the end of June 2008.
Initial Poker's software platform was developed specifically for the online gaming industry. It allows a seamless link between player database and the e-commerce platform.
Initial Poker is now the largest dedicated supplier of promotional merchandise and loyalty reward programs for the Gaming Industry outside of North America and to all major industry sectors in the UK. Senior management have over 30 years of experience supplying and sourcing quality merchandise. We constantly innovate by adding new brands to our product portfolio and new services for our clients.
Lee Reuben, MD of Initial Poker adds "We are thrilled that Boss Media have chosen Initial Poker as its Preferred Supplier for Loyalty Point Redemption Stores. This collaboration puts Initial Poker exactly where we want to be. Ready and able to service Boss Media's Licensees and further expand our growing network of Loyalty Point Redemption Stores."
Boss Media is the first Poker Network to proactively encourage its Licensees to offer players a Loyalty Point Redemption Store. The collaboration will allow Licensees to choose from a generic template featuring a small selective range of products or to choose Initial Poker's fully bespoke Loyalty Point Redemption Store which can be fully skinned and offers a whole host of products for redemption – from branded chipsets & playing cards to Laptops & LCD TVs. All goods are stored and fulfilled from dedicated warehouses located in the UK and The Netherlands.
Several of Boss Media's Licensees have already expressed their desire to take up the Offer and the first Licensee should have a full, live Loyalty Point Redemption Store by the end of June 2008.
Initial Poker's software platform was developed specifically for the online gaming industry. It allows a seamless link between player database and the e-commerce platform.
Initial Poker is now the largest dedicated supplier of promotional merchandise and loyalty reward programs for the Gaming Industry outside of North America and to all major industry sectors in the UK. Senior management have over 30 years of experience supplying and sourcing quality merchandise. We constantly innovate by adding new brands to our product portfolio and new services for our clients.
Lee Reuben, MD of Initial Poker adds "We are thrilled that Boss Media have chosen Initial Poker as its Preferred Supplier for Loyalty Point Redemption Stores. This collaboration puts Initial Poker exactly where we want to be. Ready and able to service Boss Media's Licensees and further expand our growing network of Loyalty Point Redemption Stores."
Submitted: 2008-07-03
Initial Poker secures deal with Eurolinx.com
Initial Poker is delighted to announce the completion of a deal which sees the launch of a loyalty point redemption store for Eurolinx.com. more...
The launch of this new store will be within the next 12 weeks. This Store launch will be the 3rd Microgaming Licensee to launch a loyalty point redemption store through Initial Poker's proprietary software.
Initial Poker's software platform was developed specifically for the online gaming industry, and allows for a seamless link between the loyalty point system operated by Microgaming and the e-commerce platform.
Initial Poker has established a large range of redemption gifts, ranging from poker chips & playing cards to iPods and Plasma TV's as well as offering a fully bespoke range of merchandise. All goods are stored and fulfilled from a dedicated warehouse located both in the UK and The Netherlands.
Initial Poker is now the largest dedicated supplier of promotional merchandise and loyalty reward programs for the Gaming Industry outside of North America and to all major industry sectors in the UK. Senior management have over 30 years of experience supplying and sourcing quality merchandise. We constantly innovate by adding new brands to our product portfolio and new services for our clients.
Lydia Melton, Operations Manager "We are excited to be working with Initial Poker. We have been greatly impressed by the quality of their product and their professionalism, and we cannot wait to get the new shop live."
Lee Reuben, MD of Initial Poker said "Our plan for 2008 is on track. We targeted a loyalty point store launch every 4-6 weeks and are delighted we are on target to achieve this.."
Initial Poker's software platform was developed specifically for the online gaming industry, and allows for a seamless link between the loyalty point system operated by Microgaming and the e-commerce platform.
Initial Poker has established a large range of redemption gifts, ranging from poker chips & playing cards to iPods and Plasma TV's as well as offering a fully bespoke range of merchandise. All goods are stored and fulfilled from a dedicated warehouse located both in the UK and The Netherlands.
Initial Poker is now the largest dedicated supplier of promotional merchandise and loyalty reward programs for the Gaming Industry outside of North America and to all major industry sectors in the UK. Senior management have over 30 years of experience supplying and sourcing quality merchandise. We constantly innovate by adding new brands to our product portfolio and new services for our clients.
Lydia Melton, Operations Manager "We are excited to be working with Initial Poker. We have been greatly impressed by the quality of their product and their professionalism, and we cannot wait to get the new shop live."
Lee Reuben, MD of Initial Poker said "Our plan for 2008 is on track. We targeted a loyalty point store launch every 4-6 weeks and are delighted we are on target to achieve this.."
Submitted: 2008-07-03
Initial Poker completes contract with ParadisePoker
Initial Poker is delighted to announce contract completion with ParadisePoker, owned & operated by Sportingbet plc more...
This will see the launch of a loyalty point redemption store for ParadisePoker players who have been earning Frequent Player Points (FPP's).
Following our statement on 6th May 2008 announcing our collaboration with Boss Media, ParadisePoker is the first poker room on the Boss Media network to launch a loyalty point store with us.
The store goes live within the next 7 days and is the first store from Initial Poker to be offered in multiple languages, with translations into 18 different languages.
"We are delighted to be working with Initial Poker on this innovative product. From the initial concept to product launch both teams have worked to an incredibly tight schedule, turning it around in just 4 months. The new loyalty point store encourages both existing and new customers to play more frequently at ParadisePoker, ultimately leading us to our goal to become the online gaming retailer of choice. " Paul Roberts, Director of Products, Sportingbet.
Initial Poker's software platform was developed specifically for the online gaming industry, and allows for a seamless link between the online poker room, the network and our unique e-commerce platform.
Initial Poker has established a large range of redemption gifts, ranging from poker chips & playing cards to iPods and Plasma TV's. All goods are stored and fulfilled from a dedicated warehouse located both in the UK and The Netherlands.
Initial Poker is due to announce shortly, details of further Boss Media licensees that have also agreed to launch a Loyalty Store with us.
Lee Reuben, MD of Initial Poker said "This is a very exciting stage for Initial Poker. The Company's significant potential is being unlocked with the launch of ParadisePoker’s loyalty store. This contract win demonstrates that Initial Poker can satisfy the growing demand for our services for even the largest online poker sites in the world. It is encouraging that Sportingbet have firmly grasped the benefits of our model."
Submitted: 2008-07-03