Digital Rewards Group

What Digital Rewards Group does

Digital Rewards Group (DRG), incorporated in England and Wales in 2014 as The Digital Rewards Group Limited, is a UK-based consumer rewards specialist operating a hybrid B2B agency and B2C subscription model from Altrincham (with a US subsidiary, Days Out LLC, in Glendale, California). The company designs, builds, and manages white-label digital rewards platforms for enterprise clients — including M&S (Sparks Days Out), Currys (Perks Family Fun Days), Vodafone (VeryMe Adventures/Days Out), and McDonald's — integrating campaign infrastructure, attraction partnerships, and redemption mechanics under the client's branding. Its proprietary White Label i-Solution platform draws on a network of over 4,000 UK attractions and experience partners, alongside 1.4 million hotels globally via Global Hotel Pass, enabling personalised, brand-integrated reward experiences with measurable outcomes (e.g., 1.2M+ M&S Sparks redemptions, £8.7m Currys CRM revenue, 230,161 Vodafone redemptions over two years).

DRG operates a portfolio of consumer subscription brands — Kids Pass (1.2M+ members), Popcorn Pass (220+ cinema locations), Global Hotel Pass, Family Pass, Daysout.com, and Daysout.co.uk — providing direct-to-consumer access to discounted days out, cinema, and family experiences. The B2C subscription and B2C ticketing businesses generate recurring revenue that diversifies the agency model. The team of approximately 40 employees includes a dedicated CTO function (Owain Jones) and Head of B2B Growth (Ian Pearce), with leadership under Group CEO Andrew Kilmartin and UK CEO Dave Clayton. DRG has received multiple industry awards (IPM Awards 2019, 2023, 2024, 2025; Prolific North 2021) and secured its first disclosed external funding from Maven Capital Partners in March 2025.

Name

Digital Rewards Group

Legal name

The Digital Rewards Group Limited

Website

https://digitalrewardsgroup.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Digital Rewards Group is a UK-based consumer rewards specialist operating a white-label digital rewards platform for enterprise clients (M&S, Currys, Vodafone, McDonald's) and a portfolio of consumer subscription brands including Kids Pass (1.2M+ members) across 4,000+ UK attraction partners.

Ownership category

akta.pro rank

Product category

Loyalty & Consumer Rewards Solutions

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

akta.pro secondary industry

Memberships, Clubs & Loyalty Subscriptions (CRAFAIAE)

Keywords

• Consumer rewards programs
• Loyalty campaign solutions
• White-label rewards platform
• Staff benefits rewards
• Customer incentive platforms

Headquarters

HQ city

Knutsford

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. B2B Enterprise Services: DRG provides white-label digital rewards and incentive solutions to enterprise clients. These are custom campaign engagements where DRG designs, develops and manages reward platforms for brand clients including McDonald's, Currys, M&S, and Vodafone.
2. B2C Subscription Products: Direct-to-consumer subscription services including Kids Pass (family discount app), Popcorn Pass (cinema discounts), Family Pass, and Global Hotel Pass. Users pay annual subscriptions for access to discounted experiences at partner attractions.
3. Partnership Management Services: DRG manages partnerships with attractions and experience providers on behalf of brand clients, sourcing competition prizes, retailer overlays, exclusive offers, and seasonal campaigns.

Go-to-market motion3 records

Core offering

Digital Rewards Group (DRG) designs and delivers white-label digital rewards, incentives, and loyalty programmes for enterprise brand clients such as Marks & Spencer, Currys, Vodafone, and McDonald's. The company also operates consumer-facing subscription brands (Kids Pass, Popcorn Pass, Global Hotel Pass, Family Pass, Daysout.com, Daysout.co.uk) that give members discounted access to a network of over 4,000 UK attractions, cinemas, and hotels. Their proprietary i-Solution platform integrates client branding with attraction inventory to power bespoke campaign experiences.

Product overview

Digital Rewards Group operates a multi-brand portfolio platform for consumer rewards and incentives. The offering consists of six consumer-facing subscription brands (Kids Pass, Popcorn Pass, Global Hotel Pass, Daysout.com, Daysout.co.uk, and Family Pass) powered by a proprietary white-label digital platform technology. The consumer brands offer discounts on days out, cinema, hotels, and family activities, while the white-label i-solution enables enterprise clients to deliver branded reward experiences. The brands share underlying infrastructure including a network of 2,000+ UK attractions and 1.4 million global hotels, with cross-selling and integrated customer experiences across the portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Kids Pass: Top family discount app in the UK offering experiences for all ages including theme parks, zoos, safari parks, cinemas, restaurants, staycations, bowling and more. Over 1.2 million members, users save an average of £400 per year.
• Popcorn Pass
• Global Hotel Pass
• Daysout.com
• Daysout.co.uk
• Family Pass

Products and services

• Kids Pass

Quantifiable outcome

• 1.2M+ sign-ups and 302,761 claimed offers for M&S Sparks Days Out campaign
• +5 more outcomes

Named customers8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Mando ConnectcoreStrategic or Co-development Partner · 20 May 2024DRG works with Mando Connect on VeryMe Rewards campaigns for Vodafone, including VeryMe Adventures and VeryMe Sports Sessions. This is a multi-year partnership delivering days out propositions to Vodafone customers.
• TBK GroupcoreStrategic or Co-development Partner · 1 January 2024DRG collaborated with TBK Group on the Capri-Sun Free Sports Sessions campaign. TBK Group created the campaign concept with Capri-Sun, bringing to life promotional packs, POS materials, and social content while DRG cultivated sports partnerships and developed the redemption platform.
• Attractions and Experience PartnerscoreOthersDRG maintains an extensive network of over 4,000 well-established attractions and experience partners including theme parks, zoos, safari parks, aquariums, cinemas, bowling alleys, hotels, restaurants, and sports venues. These partners power both white-label B2B solutions and B2C subscription brands.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Eagle Eye Solutions: UK-listed SaaS loyalty and rewards platform powering enterprise loyalty programmes for grocery and retail. Directly comparable B2B white-label model serving similar enterprise customers with a similar promotional-platform value proposition.
• Yoyo: UK-based mobile loyalty and rewards platform serving enterprise retail and foodservice clients. Comparable white-label B2B model and target verticals (retail, restaurants, attractions) to DRG's enterprise business.
• Antavo: Global loyalty platform vendor selling SaaS-based loyalty programmes to enterprise brands. Comparable white-label SaaS delivery model, similar target buyers (CMOs/loyalty leads at large enterprises), and overlapping customer base with DRG's B2B business.
• Wowcher: UK-based deals and discounts marketplace focused on local experiences, days out, dining and attractions. Closest B2C subscription/deals competitor to DRG's consumer brands in the UK days-out category.

Broad incumbents

• Reward Gateway: Established employee engagement and rewards platform owned by Edenred. Overlaps with DRG's staff benefits and B2B rewards proposition at larger enterprise scale, though focused primarily on employee rather than consumer rewards.
• Blackhawk Network: Global gift card, prepaid, and rewards distribution business. Comparable in enabling brands to deliver rewards/incentives at scale, though a much larger incumbent with broader product set and deeper enterprise relationships.
• Groupon: Global deals and experiences marketplace with deep UK presence in discounted days out and attractions. Comparable consumer-facing subscription/deals proposition to DRG's owned brands (Kids Pass, Popcorn Pass), though operating at very different scale.
• Rakuten: Global cashback and shopping rewards platform with active UK operations. Comparable to DRG in providing consumer rewards tied to retail spend, though operating at significantly larger scale and broader category coverage.

Emerging players

• Yotpo: DTC-focused loyalty, reviews, and marketing platform. Overlaps with DRG's rewards functionality for consumer brands and similar brand-marketer buyer, though primarily serves e-commerce rather than bricks-and-mortar retail.
• Smile.io: Loyalty and rewards platform purpose-built for Shopify and DTC merchants. Overlaps with DRG's reward-programme white-label proposition but skewed toward smaller digital-native brands rather than enterprise UK retail/telco clients.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/digital-rewards-group-ltd
• Instagraminstagram.com/digitalrewardsgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Digital Rewards Group