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Setting new standards for loyalty amongst users of the online gaming environment is the aim for the Reward Group, whose debut entry has been released onto the Norwegian and Danish markets.

Titled EkstraPoint, the loyalty program is the first step of a journey which the Denmark-based organisation hopes will revolutionise the online gaming community via its gamified concept.

Built on top of a range of social casino games, EkstraPoint offers 40 custom-made slot machines, specifically created to generate leads and signups to the Ekstrapoint rewards program, with each customised with local content specific to each country and market.

Co-founder Kevin Mikkelsen, who previous company was subsequently acquired by Betfair, addressed his latest moves: “For us it was the natural way to go. If you are making a loyalty program for players, why not incorporate gaming as part of the way users interact with the site?

“At the heart of the program lies the new concept of gamified loyalty points. Players are challenged to earn points across several activities and events from SoMe activities, user submitted casino reviews, competitions, social casino games and most importantly from registering, depositing and playing on a wide range of real money casino brands”

With more than a 70% participation rate on the weekly competitions, its recent release within its home market of Denmark follows its initial manoeuvres in Norway last month.

A rapid roll-out is scheduled across the rest of Scandinavia and The Netherlands before the end of the year, before larger strides into Europe, beginning with Germany, commences next year.

Jimmi Meilstrup, fellow Reward Group co-founder and CEO, explained: “Our model is already yielding good results in revenue and FTD (First Time Depositing player) conversion rates, which have risen by more than 60% among the participating casinos in the first month since going live in Norway.

“To reach our goal of launching within most of Europe in 2019, we are currently talking to investors, and the plan is to bring one or two active investors on-board, in order for us to keep our momentum going.

“The important thing for us is to find the right investors. We’re in all black numbers and have financed development ourselves so far, so we have time to wait for the right deal.”