Air Miles to create loyalty program for the Metaverse

On Tuesday, Air Miles announced a partnership with and Metaverse Group to create a loyalty program for the metaverse. According to a press release, the move will allow Air Miles to build new, innovative channels that allow partner brands to connect with customers in the digital world.

Shawn Stewart, president of the Air Miles Reward Program, said this “first of its kind” model will allow the company to showcase reward opportunities to collectors and build communities in Web3. Stewart added that Air Miles, along with and Metaverse Group, will “tap into” the power of the metaverse to provide solutions to brands and customers.

Air Miles is a compilation of loyalty programs run by different companies in different parts of the world. It has a large presence in Canada, along with the Netherlands and the Middle East. Through the loyalty program, customers can make purchases at various retailers and redeem the points for flights on selected airlines.

Details about the metaverse agnostic loyalty rewards program were scarce, with the press release simply stating that more details would be coming “soon”. The release did mention that partner brands could spend “miles” within the metaverse, perhaps paving the way for a loyalty program that links metaverse purchases with IRL rewards. is a publicly traded Web3 company specializing in three aspects of the Internet’s next iteration: crypto staking, the metaverse, and Web3 gaming. It is the majority shareholder of Metaverse Group, the third partner in the deal. Both companies said they are excited to partner with Air Miles on their future metaverse loyalty program.

Web3 loyalty programs are becoming more popular

While still a niche, Web3 loyalty programs are growing in popularity. Here at Rarity Sniper, we’ve written about a few companies experimenting within this new field this year. Here are three.

First, Visa partnered with ShopNEXT two months ago to create such a program. It uses the card link feature in the Visa Offers platform, which users can link to a mobile app. From there, ShopNEXT issues rewards in the form of tokens, created in conjunction with the Binance blockchain.

Then airBaltic made the switch to using non-fungible tokens as part of its loyalty program two months ago. The centerpiece of that movement is airBaltic’s NFT “Planies” collection, which collects points as they rest in holders’ wallets. Users can then redeem the points for free flights or sell the NFTs on the open market.

Finally, two months ago, Starbucks announced its revamped loyalty program, including NFTs. Dubbed “Starbucks Odyssey,” the program uses NFTs in the form of “travel stamps,” which users can collect while completing quests, playing games, or buying Starbucks goods with a credit card. Users can then redeem the points for IRL rewards.

The Air Miles metaverse rewards program, while sparse on the details, is a sign that more companies are considering combining rewards and Web3. Here at Rarity Sniper, we’ll be keeping a close eye out for more story developments.

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