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Fira Barcelona Gran Via

20-22 JANUARY 2025

Event News

ICE Barca 2025

IGBA Barca 2025

08 Feb 2018

Initial Rewards chooses MuchBetter as exclusive payments partner for Gift & Go and Initial Rewards

MuchBetter service to provide better user experience and faster payouts to VIP players


MuchBetter, the iGaming payments company, today announced a new deal with Initial Rewards, a leading UK-based full-circle rewards agency and majority owner of gifting technology platform ‘Gift & Go’, to become its exclusive payments partner for iGaming VIP promotions. In a World Cup year, travel & hospitality promotions are a popular loyalty scheme for Initial Rewards’ iGaming operator customers, aimed at their VIP players. However, Initial Rewards needed a payments partner to provide the kind of seamless end user experience that these players expect when accessing spending money as part of a promotion.


In using MuchBetter, winning players benefit from instant payouts and a streamlined transaction experience. There are no passwords or security questions to remember, as all payments can be made using the easy to download mobile app and authorised utilising in-built biometric technologies such as TouchID. Initial Rewards also chose MuchBetter due to the flexibility of its solution, ability to scale up with demand, competitive transfer fees, and the experience of the MuchBetter team. For MuchBetter, being an exclusive partner for iGaming promotions means that many VIP players worldwide will create new MuchBetter payment accounts and will also be able to start using the MuchBetter service elsewhere.


The MuchBetter service will also be used for all Gift & Go activity, a new gifting technology platform from Initial Rewards. The platform was launched at ICE 2018 and enables businesses to create effective loyalty stores and promotions whist utilising the vast catalogue, logistical superiority and global footprint of Amazon Business.

“Our reputation depends on being able to provide the very best end user experience possible, after all, we’re in the loyalty business,” said Joe Hall, Initial Rewards Chief Commercial Officer and Co-Founder at Gift & Go. “We chose MuchBetter as our exclusive payments partner because it is a much better payments solution. The service puts the player’s payment journey first, not transaction fees, and it makes receiving cash payouts as quick and easy as unlocking your phone. That’s definitely the kind of brand that we want to engage with long term, as it helps us branch out even further in the kinds of promotions we can offer in future.” 


“2018 will be a busy year for all iGaming operators hoping to capitalise on the World Cup rush, and Initial Rewards is a proven name for the kinds of VIP loyalty promotions that can make the difference between success and failure,” said Jens Bader, MuchBetter co-founder. “We designed the MuchBetter service from the ground up to provide a superior end user experience, and we’re confident that once these VIP players create their MuchBetter account, they never look back. This deal is a really interesting route to market for us, and gives us the chance to start showing dedicated iGaming players what a great service we have.