GETTING the attention of the so-called millennial generation is no easy feat for many advertisers. Try as they might to break through on television, social media and other digital platforms, their sales pitches are often ignored in favor of Netflix, Snapchat, Twitter and video games.

Executives at American Express say they think they may have found a way around that by becoming part of a digital game experience. On Wednesday, the company is to announce a sponsorship program that takes aim at the millions of people who play the online video game League of Legends by Riot Games.

The centerpiece of the partnership is a line of prepaid debit cards that are illustrated with images and characters from the game and that allow cardholders to get so-called Riot Points that can be used to buy characters and other extras in the game.

Users receive 1,000 points when they sign up for the card and an additional 1,000 points after loading $20 onto the card. Additional points can be earned for the first 10 purchases made with the card, and 10,000 points are awarded the first time a card is linked to a direct deposit account.