As loyalty schemes go, airline points seems to be one of the most useless.
Everyone who flies regularly will have some points but rarely do we accumulate enough to be able to do anything useful.
Indeed, more often than not, the airline loyalty program seems to be more of an opportunity for an airline to try to upsell you rather than offer any rewards.
The ubiquity of the schemes mean they are ripe for reinvention, however, and that's something Finnish outfit Social Party is hoping to do with its web-based Party Coins scheme.
Upgrade at the App Store
Currently live with Finnair's Plus frequent flyer program, the scheme is hoping to roll out more widely - in terms of airlines and gift options - in the fall.
Simply put, it works by giving you more things to spend your airline loyalty points on.
For example, in the current version, 3840 Finnair Plus points would get you a $10 iTunes card, while paid iOS games that support the scheme include Remedy's Death Rally, various Angry Birds games and Badland, amongst others.
Very roughly, these are priced at around 500 points to the dollar.
The mobile games are limited to users who have iTunes accounts in the US, Finland, Sweden or EU5 countries, however.
Other more globally available options include PC games and iTunes gift cards in other currencies and denominations.
You can check out full details from the Party Coins website.