When we think of reward systems, we think of in-game rewards. Something that we get in return for completing a quest, mission, and so forth.
However, some rewards can never be earned by playing well. They can only be earned by being present in two places at once.
For example, link your account to a streaming platform, and you’ll be rewarded in a separate game. Own two games from the same publisher and unlock a cosmetic that only those with both games have. Install a companion app, and something opens in the main game that may not open otherwise.
None of these are skill-based rewards. They follow a proof-of-presence reward system that the industry has started to adopt.
There are several ways these types of systems take place; we’ll go over the main four.
Watch-to-earn is the main option. Twitch Drops hand out in-game items to viewers of participating channels, which is why a developer running a launch campaign will time it to a weekend of coverage rather than a release date.
Cross-title unlocks are another popular method. Publishers reward owning more than one of their games or game series. If a player owns both and can prove it, they’ll unlock something in-game that only those with both copies have.
Companion applications form a third option. For instance, loadout planners and base builders that hand back a small in-game benefit for players using them.
Last is account linking. This involves the player connecting a publisher account to a platform account. The reward is given once the connection has been made.
The fight is everywhere. Take a first look at "Entrenched" from the #MW4 Campaign.
Pre Order and play this mission in the Modern Warfare 4 Beta: https://t.co/oyl7FeWCMH pic.twitter.com/LzlX2knSZM — Call of Duty (@CallofDuty) August 14, 2026
The reasons for these rewards are rarely generosity; it’s a marketing method.
A player who exists on one system is a customer. A player who exists on two is a measurable one. The publisher wants to know what they watch, what they own, and when they use their other devices. None of this is measurable from a single console or registration.
There’s a retention element to it as well. Someone who is linked to two or three accounts, all with engagement benefits, is more likely to return, as they deem the game more valuable.
This new wave of marketing isn’t just for games either; we’ve started to see it appear in real-world marketing.
Bingo operators are a good example. One gives a fixed bingo welcome bonus, like a £10 bonus, of online credit to anyone who registers at one of their physical clubs, or the reverse. The goal is to get in-person to try online and online to try in-person, strengthening customer-to-brand loyalty.
Supermarket loyalty schemes do something similar. The Competition and Markets Authority describes the practice as loyalty pricing, where the same product carries two prices at once.
Often, the friction is very low, and the alternative is nothing. Linking an account takes seconds, and the player gets rewarded. Nobody is being asked to spend, which makes it valuable.
As a result, this type of marketing won’t fade out; it may just get more popular. It helps developers learn more about their players while it gives players a chance to get free rewards, which is a win-win for everybody.
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