What it is

Nineteen-year-old Brian Wong and his San Francisco-based team at Kiip are turning heads with their real-world spin on in-game mobile rewards. Kiip software banks on emotional advertising that ties tangible, branded prizes, such as a restaurant coupon or a free lip gloss, to virtual achievements within mobile games. The software, available on Apple and Android platforms, is currently offered on 15 mobile game titles and has already attracted US$4 million in Series A funding.

How it works

By adopting the software, game developers allow Kiip to track when certain milestones—like a level completion—are hit. These achievements trigger the appearance of redeemable rewards from companies such as Popchips, Vitaminwater and Dr Pepper. The advertising model is designed to play off of the positive moments experienced while gamers are playing.

What it means

Kiip has plans to go after a young mobile-focused market with several kid-oriented brands, and collaborations with platforms like Facebook are also on the company’s radar. The non-traditional nature of the software opens the door for creative, hyper-targeted advertising opportunities and could be a literal game-changer for the future of rewards.