Visa (NYSE: V), a digital payments firm, announced the launch of the Visa Web3 Loyalty Engagement Solution.

The new value-added service reportedly aims to usher in “the future of customer engagement and loyalty, helping brands meet next-generation customers where they increasingly are – in digital and virtual worlds – through immersive programs like gamified giveaways, augmented reality treasure hunts, and new ways to earn and burn loyalty points.”

Kathleen Pierce-Gilmore, SVP and Global Head of Issuing Solutions, Visa, said:

Consumers are looking to engage with brands in new ways, and traditional loyalty programs have not evolved over the past decade. Imagine earning a unique digital collectible, whether it’s from purchasing tickets for a sports event or participating in an augmented reality treasure hunt. Our new innovative digital loyalty solution empowers brands to reward customers not only for their transactions but for their active engagement, paving the way for secure, seamless and immersive digital and real-world experiences at their fingertips.”