With all the new entrants and a different playing field,
loyalty marketers are not ruing as they did in the good old days when they had
the consumer gaming dynamic all to themselves. Quite the contrary -- there is
palpable excitement surrounding what the growing shift in consumer behavior
means for their programs. Armed with a seemingly endless choice of game
mechanics, technology platforms and social networks to enable new programs and
a new set of consumer experiences, the loyalty sector is now more relevant than
ever.
