Surfgold To Build Gamers' Community For Zapak
To use its `Loyalty Engine R4' to integrate with Zapak.com and create a point-based loyalty programme.

December 2006

Published in EFYtimes.com

Reliance ADA Group has launched the loyalty marketing account of its casual gaming portal Zapak.com to SurfGold, a loyalty marketing consultancy, to build a community of gamers.

SurfGold will use 'Loyalty Engine R4', 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 various rewards.

Commenting on the loyalty marketing initiative, Arun Mehra, chief marketing officer, Zapak.com, said, "We were looking for an end-to-end programme management solution which was also to cost-effectively 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."

Siddharth Reddy, MD, SurfGold India Pvt. Ltd., said, "We are very pleased to be associated with Zapak.com in their endeavour to build India's largest gaming portal."