Virtual Incentives has expanded Gift Card PASS to seven countries in the Middle East and North Africa. The June 14, 2021 update adds the United Arab Emirates, Bahrain, Egypt, Kuwait, Oman, Qatar and Saudi Arabia.

The service lets recipients select their preferred reward from participating local brands. Program operators send the reward opportunity, while the person receiving it chooses the brand that best matches their needs.

With the additions, Virtual Incentives reported localization in 16 countries, 12 currencies and six languages. The company estimated the combined markets represented approximately 900 million people; that figure described geographic reach, not the number of active reward recipients.

The original nine markets were Australia, Canada, France, Germany, Ireland, Italy, Spain, the United Kingdom and the United States. Jodi Welch, director of client success, said clients had responded positively to the addition of MENA brands.

Virtual Incentives positioned the rollout as support for the international expansion of its more than 175 platform partners, giving them additional localized reward options for their own clients.