American Express has been making big moves recently, teaming up with Walmart and now Microsoft in a bid to bring its products to more users in new demographics. American Express has historically targeted older, wealthier Americans, but the new steps might just solidify American Express as a credit card for everyone.
The partnership between American Express and Microsoft's Xbox and Xbox live service will boast big advantages for gamers. On the Xbox Live dashboard, the American Express page will allow customers to pick new offers and pay immediately from their credit card, with a statement credit appearing on their next bill for any discounts and savings. Additionally, the service will allow Live users to skip some of the processing steps that come with ordering new products or making use of new software packages.
American Express will also offer points redemption, rewards, and discounts when users pay with their card.
American Express appears eager to grab hold of a new audience. The company plans to sponsor several events, offering excellent cash prizes as well as the chance to visit the annual E3 conference for the most loyal Xbox Live fans.
The company finds that gaming platforms are the best way to reach a younger, more connected audience. Market research firms find that the average Xbox Live user spends more than three hours per day on the service, giving American Express a chance to further integrate its credit cards in the daily life of more people, people who might not otherwise use American Express.
It has already integrated into AMC Theaters, Pac Sun, and now Walmart in hopes to reach a bigger, broader audience who can make up the new generation of credit card users.