Card-linked loyalty platform provider Reward is establishing a new software engineering team in Belfast, creating up to 60 new jobs.

Reward is developing a cloud-based platform that enables retailers to optimise their marketing spend by providing loyalty incentives directly to customers based on their historical spending.

The business was founded in 2001 by chief executive Gavin Dein, the son of David Dein who co-founded the English Premier League and was vice chairman of Arsenal Football Club.

It works with some of the world's largest retailers from Amazon to Waitrose.

"This investment will help accelerate our growth in the Card Linked Offers space, which is the fastest growing form of online-to-offline performance marketing," Dein said.

"When we initially began exploring options of where to base our new engineering centre we were considering one of our existing GB locations, or potentially Eastern Europe.  

"However, we were advised to look at Belfast and were immediately impressed by the skilled workforce available and the strong ICT sector."

Invest Northern Ireland has offered £456,000 of support to secure the project. The investment will deliver over £2.1m per year in salaries into the economy.

Alastair Hamilton, chief executive of Invest NI, added: "The company plans to create up to 60 new jobs over the next three years, offering attractive salaries and good opportunities to work with disruptive technologies such as blockchain and machine learning.

"The new software engineering team will develop and build new platforms to support the company’s ambitious growth plans."

Reward currently employs 80 people at its offices in London and Hertfordshire.