Loyaltyware is a type of software that works around the concept of user loyalty by providing incentives in the form of cash, points, airline miles, or other type of goods while shopping.
From their website:
"Welcome to Casino Rewards, the worlds premier online Casino Loyalty Program. Enjoy amazing benefits, incentives and quality online gaming that is exclusively available to Casino Rewards members. Casino Rewards is the most competitive loyalty program online with great weekly and monthly promotions."