Bing wants to call attention to its search rewards program, so it partnered with native in-game ad platform GLO Gaming to spruce up Bing Rewards. Searches earn consumers points and discounts for merchandise. GLO Gaming's Branded Challenge customizes opt-in programs aimed at increasing the interaction between consumers and brands on iOS, Android, and Social platforms. The Bing Rewards custom campaign awards users with in-game currency when they subscribe to Bing Rewards via Facebook Connect or with their Microsoft ID. Credits are redeemable for popular gift cards, Xbox LIVE subscriptions, Windows games and app purchases, Hulu Plus, Redbox movie rentals, as well as donations to charities.