approach improves engagement, reduces drop-off, and introduces a light gamification layer that encourages continued interaction with the platform.
How does MiRewards scale for VIP customers?
At higher tiers, the emphasis shifts from financial incentives to service- led value. Tis includes prioritised support and more concierge-style experiences. Because the programme is fully automated, customers receive benefits as soon as they qualify, rather than retrospectively. Tat immediacy is important, it reinforces trust and ensures high-value users feel recognised in real time.
From a commercial perspective, how does MiRewards impact margins?
Tere is a cost associated with running a loyalty programme, and that’s a conscious investment. Retention remains one of the most effective growth levers in payments and gaming-adjacent industries like travel.
How much flexibility is there for creative or targeted campaigns?
A significant amount. Te underlying data and rules engine allows segmentation by geography, partner, lifecycle stage, or behavioural cohort. Tis enables highly targeted initiatives such as time-limited multipliers or behaviour-triggered incentives. By responding to digital body language in near real time, we can adapt engagement strategies based on how customers actually use the platform.
Does AI play a role in MiRewards?
AI supports the insight and optimisation layer rather than defining the experience. Loyalty mechanics need to remain transparent and easy to understand. Where AI adds value is in identifying patterns, optimising communication timing, and improving relevance. It informs decision- making without complicating the customer proposition.
Why was now the right time to launch MiRewards?
At higher tiers, the emphasis shifts from financial incentives to service-led value. Tis includes prioritised support and more concierge-style experiences. Because the programme is fully
automated, customers receive benefits as soon as they qualify, rather than retrospectively. Tat immediacy is important, it reinforces trust and ensures high-value users feel recognised in real time.
Reducing churn, increasing engagement frequency, and extending customer lifetime value delivers long-term returns that outweigh short-term margin impact. MiRewards is fundamentally an investment in customer relationships.
What does MiRewards mean for MiFinity’s partners and merchants? Looking ahead, how do you see MiRewards evolving?
While MiRewards is a B2C initiative, the B2B benefits are substantial. Te programme enables deeper collaboration with partners through shared campaigns and integrated incentives. Crucially, it isn’t positioned as iGaming-only. MiFinity operates across multiple verticals, and MiRewards has been designed to support that breadth, maintaining regulatory flexibility while opening the door to a wider range of partnerships.
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MiRewards has been built as a long-term platform, not a static product. While there’s a clear multi-year roadmap, flexibility is embedded into the design. As behavioural insight deepens and partner collaboration expands, the programme will evolve through new reward types, greater personalisation, and broader ecosystem integration, all aligned with delivering sustained value to customers and partners.
PAUL GENT CMO, MiFinity
MiFinity has invested heavily in its brand, technology, data infrastructure, and teams over recent years. We’ve reached a level of maturity where a programme like MiRewards can be executed properly and scaled responsibly. Launching now allows the programme to build on that foundation and support the next phase of growth.
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