1. Loyalty programs, in order to stay attractive in the future, need to be joyful, beneficiary and easy-to-use, while offering relevant, personalized and instant rewards (CaptainUp, 2016). The next generation of loyalty programs aims at integrating gamification elements into the reward structure. Loyalty programs need to move away from static rewards towards incentives that are smarter and dynamic.• Topaz, Ireland’s largest fuel provider, introduces gamification to their loyalty program, called «Play or Park». The loyalty game, allows customers to collect points for their refuel or purchase at Topaz stores. Customers can «play» a specific amount of points to win a fantastic experience of a lifetime, which changes every month. Or customers can «park»

their LP points to wait for a better chance next months. Every time playing customers are guaranteed getting a free Topaz