LatestHow Globe Telecom Turned Loyalty into an Everyday Digital Experience with Comarch
Discover how Globe Telecom evolved Globe Rewards with Comarch, combining personalization, gamification and digital experiences to engage millions of customers.
Building One of Southeast Asia’s Most Engaging Loyalty Ecosystems
For Globe Telecom, loyalty has never been just about points. Since launching Globe Rewards in 2010, the company has continuously evolved the program alongside changing customer expectations – from simple telco rewards, to lifestyle offers, digital experiences, and today, gamified engagement at massive scale.
With the below dimensions of loyalty in tow, Globe Rewards redefines a points earn/burn catalog into a relational pulse through continued engagement. Continued engagement with the loyalty program becomes our means to nurture and deepen our customers’ relationships with the brand.
What began as a traditional earn-and-burn program has grown into one of Southeast Asia’s largest loyalty ecosystems, approaching:
+ 16 milion members opted-into the loyalty program
+ 8 million actively engaged monthly users in the GlobeOne app
+ 300 partner brands across lifestyle, dining, travel, gaming, and retail
The Challenge
As Globe Rewards scaled to tens of millions of users, the company faced a new challenge: keeping engagement fresh in an increasingly digital and competitive market.
Customers already used the program extensively for earning and redeeming points, but Globe wanted loyalty to become more interactive, more personalized, and more deeply connected to everyday digital behavior and intent on delivering value back to the customer, commensurate with their relationship (in both stay/tenure and spend).
The company needed a platform capable of:
- Supporting engagement at massive scale,
- Enabling continuous innovation,
- Integrating seamlessly with the GlobeOne ecosystem and platforms,
- And creating experiences customers would actively return to.
The Transformation
With Comarch, Globe began evolving the program beyond traditional loyalty mechanics.
The first major step was consolidating loyalty into the GlobeOne app, creating a central engagement hub for millions of users. This opened the door to richer experiences, real-time interactions, and new ways of rewarding customer behavior.
Over time, Globe introduced increasingly experience-driven mechanics:
- Digital scratch cards,
- Community challenges,
- Large-scale raffles,
- Personalized offers,
- Interactive campaigns built around participation rather than spending alone.
The transformation accelerated further in 2025 with the launch of Goken Zone, with Gamification as its first phase and the next frontier in evolving the program.
Introducing Gokens: Loyalty Through Play
Goken Zone introduced Gokens, a non-monetary and behavioral engagement currency earned through non-monetary actions such as:
- App visits,
- Completing missions,
- Redeeming rewards,
- And participating in games and challenges.
Features such as G Spin, G Tap, Quiz Gee, Challen-Gs, and G Stamp turned loyalty into a more dynamic, habit-forming experience inside the app.
The impact was immediate:
1.2 million unique players engaged with gamification within four months.
250,000 new customers joined through Goken Zone.
Non-telco redemptions increased to 65% of all redemptions, compared to historical levels of 20-40%.
Customer acquisition cost dropped below PHP 10, down from PHP 17.41 in 2024.
Creating Campaigns Customers
Look Forward To
Globe also transformed loyalty campaigns into large-scale customer experiences.
G Day
Celebrated every September, G Day evolved into a nationwide customer recognition and appreciation event combining rewards, digital engagement, and live activations.
In 2025:
- 2.8 million customer engagements.
- Rewards-specific NPS reached 65, significantly above the usual monthly average of 45-50.
March Haves
Originally centered around annual points expiry, March Haves became a highly successful re-engagement campaign powered by gamified experiences, flash deals, and raffles. In March 2025 alone, 2.3 million customers engaged with the campaign.
The Results
Today, Globe Rewards is far more than a traditional telecom loyalty program. It has become an engagement ecosystem where rewards, entertainment, gamification, and digital experiences work together to keep customers connected to the brand on a daily basis.
With Comarch, Globe continues to expand the program with loyalty tiers, enhanced personalization, badges and recognition systems, advanced missions, and new progression mechanics designed to deepen long-term customer engagement.
The result is a loyalty program built not just around transactions, but around continuous interaction and everyday customer engagement.
In order for Globe Rewards, a loyalty program, to truly enrich our customers' lives, we have to deepen the connection and treat these relationships with care, intention, and vision. There is a call to transform engagement and retention for Globe as a whole to ensure we are able to meaningfully deliver value in every part of the customers' loyalty journey."
Peter Redan Ramirez
Head of Globe Rewards
Industry Recognition
Globe Rewards’ transformation has gained international recognition within the loyalty industry, reflecting the program’s continuous evolution from a traditional rewards scheme into a large-scale engagement ecosystem.
At the International Loyalty Awards, Globe Rewards received the Highly Commended 2023 distinction in the Asia region and earned nominations in categories including:
- Best Loyalty Industry Innovation
- Best Long-Term Loyalty Initiative
- Best Gamification Worldwide for Loyalty Enhancement
The program’s innovation continued to be recognized in 2026, when Globe Rewards was shortlisted for:
- Best Gamification Worldwide for Loyalty Enhancement
- International Loyalty Program of the Year – Asia Pacific
These recognitions highlight Globe’s continued focus on innovation, gamification, and customer engagement at scale.
