American Express Uses Zynga?s Farmville To Lure New Prepaid Card Users

Zynga and American Express are back together again in a new deal that will give prepaid card carriers ways to earn extra Farm Cash. American Express, which has long been known for catering to high-end consumers, is moving downmarket. They've got a new platform called Serve, which is kind of a catchall service that supports many payment methods from traditional plastic cards with magnetic stripes to NFC to QR codes to basic online payments. The partnership with Zynga is meant to onboard new Amex customers and could give the credit card company the so-called Farmville demographic. "Zynga has a very large customer base," said David Messenger, American Express' executive vice president of enterprise growth. "This partnership isn't for existing credit and charge card customers. It's about trying to appeal to a new segment. These customers may be millennials. They may be somewhat underserved in terms of banking. They may only use debit, cash and check."

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