Visa pilots Web3 customer loyalty platform, allowing brands to create digital wallets

Payment giant Visa announced on Thursday that it will launch a Web3 loyalty service, which includes gamified rewards and immersive treasure hunt activities. The customer engagement platform, called the Visa Web3 Loyalty Participation Solution, will allow brands to create digital wallets to store reward points and experiences on behalf of consumers.

Visa has a large number of existing cryptocurrency partners and projects. It has card programs with numerous exchanges, settled transactions in USDC as early as 2020, and recently started allowing partners to send or receive USDC payments via the Solana blockchain.