American Express (AmEx) is reaching out to virtual gamers by bringing in-play rewards in return for real-world spending.

League of Legends players who sign up for an AmEx Serve account can collect virtual currency in the game, known as Riot Points, to purchase in-play items like extra customisation or boosts.

For opening an account users get 1000 points, another 1000 points the first time they load $20 to the account, and 10,000 points for using direct deposit to add at least $20.

With more than 32m players, League of Legends is a significant potential customer base for AmEx.

Players can also get money management services, such as direct deposit, bill pay and free cash withdrawals at MoneyPass ATMs.

Card members can also transfer money without charge between fellow players who have a Serve account.

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Stefan Happ, responsible for payment options at AmEx, said the rewards scheme would enhance people’s playing experience. "We’ve been able to create a great co-branded product with a unique rewards program that will help League of Legends players earn Riot Points whenever they use their Card to make qualifying purchases," he said.

American Express has also become an official payment partner for the League Championship Series (LCS) and the official partner for World Championship, the event for League of Legends players.


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