Los Angeles, CA -- (SBWIRE) -- 01/05/2012 -- Loyalty Play Holdings has launched PlayWithPoints.com, the world’s first loyalty points based online casual skill game destination. Members of Scandinavian Airlines’ EuroBonus program, Etihad’s Etihad Guest program, AirBaltic's BalticMiles program and Etisalat’s More Rewards program can now use their miles and points to compete in casual game tournaments to win travel and non-travel related prizes.

Stated Ahmet Goemleksiz, Partner Manager International of Loylogic, the rewards mall provider for the participating launch programs, "Loylogic prides itself on providing our valued customers with the most robust and rewarding loyalty products and services. We think that the Loyalty Play Holdings' application represents the next level of loyalty program offerings and we are extremely excited to be one of the company’s launch partners."

The launch of PlayWithPoints.com ushers in a new era in loyalty entertainment by combining two very popular, yet previously unrelated sectors - casual online gaming and loyalty programs. As a result, for the first time, the more than 500 million members of the frequent flyer and loyalty program community can utilize their loyalty points, miles, etc. to compete in casual game tournaments for a broad range of prizes.

"This is awesome," stated Giana Perle. "I’ve always enjoyed playing online solitaire and other puzzle games and now I will be able to use some of my SAS EuroBonus frequent flyer miles to compete for prizes."

Howard Woods, President and Chief Executive Officer of Loyalty Play Holdings said: "PlayWithPoints.com provides a global, state of the art casual game tournament destination where enthusiasts and members with extra or low miles and point balances can further engage with their favorite programs and realize higher reward and prize values than previously possible. We’re excited to partner with sponsoring loyalty programs in providing our innovative loyalty gaming destination to this growing global market of loyalty member game players"

"The convergence of the casual online gaming industry and the loyalty industry reflects a unique opportunity to increase entertainment value for consumers and improve efficiencies and program engagement for program sponsors. We are particularly pleased with the growth prospects for Loyalty Play and proud to be at the forefront of this convergent evolution," stated online tournament gaming pioneer and Loyalty Play Holdings Chairman Justin Beckett.

About Loyalty Play Holdings
Loyalty Play is the world’s first loyalty-based game entertainment and ecommerce platform. We build and operate global miles and points based casual game destinations with the largest, fastest growing and most innovative loyalty programs and platform providers worldwide.

Loyalty Play allows program members to spend miles and points to compete in game tournaments to win travel and non-travel related prizes and rewards. Loyalty Play helps program partners significantly increase member engagement while decreasing program costs by combining industry best competition game platforms, leading online and mobile game distribution technology and loyalty innovation. Loyalty Play has offices in Los Angeles/USA and Singapore. For more information visit http://www.playwithpoints.com