WE88 has launched the WeRewards loyalty programme featuring Steven Gerrard
The platform is built around gaming mechanics and is designed to keep players on the site for longer. The company presented the launch as part of a broader strategy to strengthen relationships with its regular audience, rather than as a one-off promotional campaign to mark its founding date.
What’s Included in the Programme
The new system awards rewards based on a player’s activity on the platform. It includes personalised missions that change over time, competitive tournaments, as well as surprise prize drops. A separate section is WePredict, where players make free predictions on sporting events.
Why Gerrard Was Chosen
The company explained its choice of ambassador by pointing out that his football career has been defined by loyalty to Liverpool for the vast majority of his career. It is precisely this quality that WE88 wishes to carry over into the relationship between the brand and its players. The focus is not on a one-off advertising campaign featuring a recognisable face, but on an image that fits logically with the very concept of the loyalty programme and long-term audience retention.
A Message from the Management
Adrian Pierce, CEO of WE88, stated that Gerrard symbolises dedication and a high level of skill in football. According to him, WeRewards should offer players more engaging interactions on the platform, an improved gaming experience and more pleasant surprises.He also reiterated the company’s slogan, which is based on the idea of extra rewards and additional surprises for regular users of the platform.
Market Significance
The use of well-known sports personalities has long been standard practice in the gambling industry, particularly in the Asian market. However, WE88 has linked the role of ambassador not to a one-off advertising campaign, but to an ongoing player retention tool. The launch of WeRewards coincided with the operator’s 16th anniversary. This demonstrates that the company continues to invest in product development rather than simply marking its founding date with grandiose announcements.