The Canadian supermarket chain launched the browser game Hauler: Aisles of Glory, which can be played on both mobile and desktop, as part of its larger marketing strategy that has also included a No Frills clothing line called Hauler. The game, which presents itself in a classic 8-bit visual style, rewards players with up to 500 PC Optimum points for playing daily, with a maximum of 50 million cumulative points. (MobileSyrup)

Talking point: This is the latest move by No Frills’ parent company Loblaw to build a closed ecosystem that will help it retain customers. It comes as U.S. multinationals like Amazon and Walmart are increasingly competing with it for customers in core business areas, like grocery. In December 2018, Loblaw rolled out a premium loyalty program for $99 a year—styled after Amazon Prime—which offers perks like free click-and-collect grocery shopping and free shipping on purchases from Loblaw’s Joe Fresh. While that initiative placed the focus on a premium approach to rewards, today’s announcement of the game, along with the decision to award players with PC Optimum points, aims to further expand customer loyalty while targeting a younger audience.