We’re all trying to stay ahead of the curve and keep up with the benefits (and profits) that new technologies bring us. In this spirit, many companies are following an interesting new trend: offering in-house cryptocurrencies to club members rather than points.

What’s the difference? The traditional membership point system has been a way to increase customer loyalty to the brand. If you are continually gathering enough points to earn extra benefits and bonuses, you’re more likely to go back to the same company for more. Offering cryptocurrencies is similar, but different.

Blockchain opens the door to a whole new opportunity to offer consumers greater value. As companies like Z Rent-A-Car, Lattesso and soon Rakuten are demonstrating, just about anyone can make their own cryptocurrency and fully integrate it into the global crypto market made up of exchanges.

Translation: The cryptocurrencies offered by these companies don’t have to be redeemed with the same entity that issued them. Tokens can be exchanged online for other cryptocurrencies like Bitcoin or traded with other individuals, very much like the money in your bank account. In fact, most cryptocurrencies can be converted into solid cash, though it may require first converting them into other tokens that allow for cash redemption.

The real target for these brands are young audiences more likely to be involved or interested in the crypto market. According to Finder.com, a full 20% of Generation Y consumers trade in crypto tokens and that figure is only likely to grow. Bloomberg has cited a strategy leader at Autonomous Research as predicting that 5% of adults in the U.S. will be using tokens accumulated from brand memberships in 5–10 years. In 10–20 years, that figure is likely to jump to 15%.

And the possibilities are virtually limitless. Even in the world of gaming, the BUFF coin is emerging as a sort of loyalty reward token across a multitude of games and gaming platforms. All gamers have to do is play and they are seamlessly rewarded with tokens based on in-game-progress and achievements.

Just like the other the coins being produced by companies that are catching on to this new tactic, BUFF coins have intrinsic value. They can be spent in-game, used to purchase virtual gaming goods or exchanged for other currencies. In the never-ending bid to attract and keep customers, cryptocurrencies are turning out to be a useful new tool that most young consumers will also be eager to use.