Visa has announced that it is adding Web3 technology to its customized loyalty engagement solution, expanding the way brands can interact with consumers beyond traditional points programs. Through a partnership with Smartmedia Technologies, a startup focused on Web3 loyalty rewards, Visa plans to introduce features such as digital wallets, virtual worlds, and gamified rewards into customer engagement programs.
Moving Beyond Traditional Points Programs
The company said conventional loyalty systems are no longer enough for a new generation of users who expect more than simple points accumulation. According to Visa, consumers increasingly value immersive and interactive reward formats, including digital collectibles and augmented reality experiences. Kathleen Pierce-Gilmore, SVP and Global Head of Issuing Solutions at Visa, said the new digital loyalty offering is designed to help brands reward not only transactions but also active customer participation.
Rewards for Purchases, Social Activity, and AR Engagement
In practice, brands using the solution will be able to issue tokens and digital collectibles tied to a broader range of actions. These include purchases, social media interactions, augmented reality treasure hunts, and informational polls. The assets can then be used to unlock rewards in specific destinations or enhance user experiences in digital environments. The model reflects a wider shift toward loyalty systems that connect online and offline engagement rather than focusing only on spending behavior.
Part of a Broader Blockchain Strategy
The move also fits into Visa’s broader activity in crypto and blockchain. The report notes that Visa partnered with African exchange Valr in October 2023 and expanded its stablecoin settlement capabilities to the Solana blockchain in September 2023. While the new loyalty initiative is not centered on cryptocurrency trading, it shows how Visa is applying blockchain-related tools to mainstream commercial products and brand engagement strategies.
Overall, the launch signals that major payment companies are exploring Web3 as a practical layer for customer retention and digital experiences. Instead of limiting blockchain to settlement infrastructure, Visa is now positioning it as part of the consumer-facing loyalty stack.