Zynga Teams Up With American Express ‘Serve Platform’ To Offer Gaming Rewards

Zynga’s social gamers will soon be able to earn rewards using a prepaid card that is synchronized with American Express‘ Serve digital payments platform. The deal was announced by both company’s on Tuesday morning.

The platform will be known as the Zynga Serve Rewards program and will first be tested on the popular “FarmVille,” platform. After a successful test run the platform is then expected to roll out to other games including “CastleVille” and “CityVille.”

Using the rewards players will be able to purchase new virtual goods from the games.

For American Express the new partnership will introduce the American Express Serve platform to hundreds of millions of users. Serve allows users to make payments into and from a single account using different payment methods such as a bank account, debit card, credit card or charge card. Customers using the American Express Serve program can make payments online, using their mobile phones or at American Express accepting stores.

To use the program “FarmVille” players plan an interactive “Serve Money Tree” on their virtual farm which in turn allows them to earn Zynga Farm Cash which can be used for in-game virtual goods. Once the tree is planted customers can request a co-branded Zynga Serve prepaid card in the mail which can be used anywhere American Express cards are accepted in the United States. As players make purchases with those cards they receive online rewards.

During testing only the first five purchases of $25 or more will earn cash rewards, however as the program expands those rewards will be extended to all purchases.

Do you think loyalty incentives are a good way to introduce Zynga game players to the American Express Serve platform?