American Express has launched an iPhone application targeted at engaging current and potential Platinum Cashback credit card members.

The financial institution tapped Fishlabs for the launch of the Cash IQ game featuring four addictive and challenging puzzle and brain training games. The games included are: Money in the Bank, Check Your Balance, Memory Recall and Flip & Pin.

?The launch of Cash IQ forms an integral part of American Express? current Platinum Cashback credit card marketing campaign, and the game provides an ideal way to create brand awareness,? said Richard Harris, vice president and head of acquisition at American Express, New York.

?It?s a money-minded brain training game and communicates the benefits of the Platinum Cashback credit card,? he said. ?After each game in Classic and Brain Strain modes, the player?s score is displayed and totaled up, 5 percent is then added to their score.

?The 5 percent represents the market-leading introductory Cashback offer available in the first three months on the American Express Platinum Cashback credit card.?

Money in the Bank
Coins of various denominations drop from the top of the screen into a piggybank in the Money in the Bank game.

Some of the coins drop out of the bottom of the piggybank, with the player being challenged to correctly state the amount remaining inside the piggybank in a limited amount of time to enter their guess.

Check Your Balance
Players must place all of the shopping bags on the seesaw, ensuring that when it finally rests it is balanced completely evenly in the Check Your Balance Game.

Each bag is corresponding to the variety of items that Platinum Cashback card members tend to spend their annual Cashback on.

Memory Recall
A classic memory game, Memory Recall features a conveyor belt that moves a selection of items across the screen in sequence.

Players must tap to select each of the items from the grid in the correct order.

Flip & Pin
Players must flip different shaped tiles around a 12 x 12 grid, and cover the highlighted areas completely in the Flip & Pin game.

As difficulty builds, the areas and shapes become larger and more complex.

At the end of the level bonuses are given for the least number of movements.

?The game is a fun and interactive way to engage with existing and potential Platinum Cashback credit card members,? Mr. Harris said. ?Through Cash IQ we are bringing to life how Cashback can be earned on everyday spending.?

Game play
Players can choose between three game play modes.

Classic mode randomly selects three of the mini-games.

Brain strain tests players by giving them one minute to complete each of the mini-games in an attempt to gain the highest score.

Training lets players select and play any of the mini games individually.

Using Facebook Connect, Cash IQ players can challenge their friends all over the world to beat their high scores.

?There is rapid growth in mobile devices supporting more and more of the everyday tasks that people want to perform,? Mr. Harris said.

?Our iPhone game release complements the simultaneous launch of the American Express UK Mobile Servicing app earlier this week - also for iPhone - which allows card members to service their account and perform a number of key tasks including paying bills and reviewing transactions, so it's a natural fit for us to launch the CashIQ game on iPhone first,? he said. 

?We are always looking at new ways to reach our customers through innovative digital platforms.? 

Final take
Giselle Tsirulnik is senior editor of Mobile Marketer
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