100M+
Ponta loyalty members, one of the largest consumer membership networks in Japan, now addressable through onchain digital assets.
How Loyalty Marketing brought Ponta, 100 million Japanese members, onto its own L1.
Ponta is one of the largest loyalty programs in Japan. Loyalty Marketing didn't add Web3 as a feature, it rebuilt the rails so 100M+ members could own digital assets without ever touching crypto.
LoyaltyNFTs at ScaleJapanSovereign L1
The Mass-Market Problem
Web3 only works at this scale if Web3 stays invisible.
Ponta has 100M+ members across Japan. Asking even a fraction of them to install a wallet, fund it with crypto, and approve gas fees would have killed adoption on contact. The chain had to disappear behind the experience.
Mass NFT
Issuance designed for campaign-scale drops, not boutique collections. The chain has to handle bursts when partner brands run promotions.
Zero friction
No gas fees in the user's path, no crypto on-ramps required. Members receive and use NFTs the way they already use Ponta points.
AvaCloud Solved the Problem
A dedicated L1 for Ponta, with PlayThink building the integration on top.
Loyalty Marketing partnered with PlayThink, a Japanese Web3 specialist, to launch a dedicated Avalanche L1 for the Ponta program on AvaCloud. The chain is sized for mass-scale NFT issuance, isolated from public-chain congestion, and tuned for the burst-y traffic of partner-brand campaigns.
The user experience is the priority. Members don't manage wallets, don't see gas fees, and don't think about blockchain at all. NFTs arrive in their Ponta accounts the same way points always have. The technology underneath has changed. The membership has not.
For partner brands, the L1 is a developer-friendly EVM environment. They can plug Ponta-NFT mechanics into their own marketing campaigns, retail experiences, and digital products without integrating with crypto infrastructure themselves, PlayThink handles the bridge, and AvaCloud handles the chain.
"Bringing 100 million members onto blockchain rails only works if the experience stays exactly as familiar as it always was, with new things possible underneath.",
Architecture
One sovereign L1, three layers, an open NFT canvas for partner brands.
The Ponta L1 is built so Loyalty Marketing can keep adding partner-brand experiences without re-architecting underneath. The L1 stays the same. New campaigns plug in at the application layer. Members don't notice the chain.
Layer 03Member & partner apps
AppPonta app100M+ members
AppPartner brand campaignsNFT drops
AppRetail experiencesIn-store + online
AppFuture Web3 servicesOpen platform
Layer 02Ponta L1
L1Mass NFT issuanceAvalanche
L1EVM-compatibleDeveloper-friendly
L1Abstracted onboardingNo wallet UX
L1Burst-ready throughputCampaign-scale
Layer 01AvaCloud Ops
OpsValidator management24/7
OpsMonitoring & uptimeAround the clock
OpsPlayThink integrationJapan-tuned
OpsExpert Web3 supportAva Labs team
Application surfaceSovereign L1 (Ponta)Loyalty Marketing sovereigntyManaged by AvaCloud
Web2 vs. Web2.5
Same Ponta program. Same member. New asset class underneath.
The migration didn't change how members earn or use Ponta. It changed what's possible to give them, and how partner brands can plug into the loyalty network with their own onchain experiences.
Ponta on legacy backend
100M+ members
Points lived in a centralized database. Partners integrated bilaterally.
- Loyalty value confined to point balances inside Ponta's system.
- Partner-brand campaigns required custom backend integration each time.
- No portable digital assets. No collectible or membership layer.
- Cross-brand campaigns hard to compose; bespoke each time.
- No path to NFT-native experiences for the partner ecosystem.
Ponta on its own AvaCloud L1
100M+ members
Same UX, plus NFT-native digital ownership behind the scenes.
- NFTs delivered into Ponta accounts; no wallet UX, no gas fees for members.
- Partner brands plug into one L1 instead of bilateral integrations.
- NFT campaigns become a reusable primitive across the partner network.
- EVM-compatible, third-party developers can build on top.
- New programs add capacity without re-architecting the core.
The Network Loyalty Marketing Joined
Asia's largest loyalty programs are converging on AvaCloud.
Ponta sits in a growing fabric of consumer-facing AvaCloud L1s. The largest programs in Korea and Japan, spanning loyalty, payments, and digital identity, are choosing the same architectural pattern.
Japan
Loyalty Marketing (Ponta)
Ponta, 100M+ Japanese loyalty members, brought onchain via PlayThink and AvaCloud. Mass-scale NFT issuance with no Web3 friction for end users.
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What This Delivered
The economics of putting Japan's largest loyalty program onchain.
From mass-NFT capacity to the partner-brand surface area, the move to AvaCloud-managed L1 infrastructure changed what was possible, and gave Loyalty Marketing a reusable Web3 foundation for the entire Ponta ecosystem.
Members addressable through onchain assets
100M+
Wallet UX exposed to members
None, abstracted
Gas fees in member path
Zero
Partner-brand integration model
One L1, many campaigns
Issuance pattern
Mass-scale, burst-tolerant
Validator capex & ops complexity
Eliminated by AvaCloud
Sovereignty over fees, governance, roadmap
Retained by Loyalty Marketing
Your loyalty network could be running this stack.
Loyalty Marketing didn't ask 100 million members to learn Web3. It rebuilt the rails underneath them and turned blockchain into a quiet upgrade that opens new categories of digital ownership for the entire partner ecosystem. Same playbook is available for any consumer network, on AvaCloud-managed L1 infrastructure.