Digital gift cards have evolved far beyond the idea of a simple reward. Today, they act as a digital currency of engagement: a strategic tool that connects brands with people by delivering immediacy, flexibility, and measurable impact. Their growing relevance in incentive marketing highlights how organizations are shifting from traditional rewards to digital-first solutions.
Gift cards at the core of incentive programs
According to IMA study, 67% of European companies rank gift cards as the most important incentive type, ahead of travel and merchandise. This leadership has deep roots: gift cards embody the essence of digital value. Compared to other reward formats, gift cards are uniquely positioned to:
- Flexible and instant, across borders and channels.
- Scale across markets, from local initiatives to global programs.
- Measurable and data-driven, thanks to digital tracking and insight reporting.
- Empower freedom of choice, allowing recipients to select what truly matters to them.
Looking ahead: growth and innovation
Trend to watch: digital gift cards are evolving from single-brand rewards to multi-brand ecosystems and experiential formats, making them adaptable to diverse audiences and market needs. The future outlook is clear: 60% of executives expect increased usage of gift cards in the coming years, perfectly aligned with global benchmarks. At the same time, executives highlight a rising demand for digital-first solutions: not only convenient and secure, but also fully measurable and integrated into broader engagement strategies. This confirms that digital gift cards are no longer an accessory in incentive programs, but the strategic foundation for scalable and human-centred engagement.
From simple rewards to strategic engagement
What emerges is a transformation: from static, transactional rewards to strategic engagement tools. Digital gift cards are not only a cost-effective solution, but also a sustainable approach, ensuring compliance, and delivering a better overall experience: they are a driver of growth, loyalty, and digital value. As organizations adapt to changing employee expectations, consumer behaviours, and business dynamics, digital value will remain a fundamental pillar of incentive marketing in Europe.
Source: IMA Incentive & Recognition Insights 2025
