On June 1st, Microsoft expanded their Bing Rewards program to the UK.

For a while now, the program has been available to Bing’s US users, and now, users who log into their Microsoft accounts in the UK will earn points while searching on Bing.  Points can be used on several things, like music, films, games, apps and device purchases from the Microsoft Store. Reward points can also be turned into charity donations.

“Unlike other reward schemes, where you have to spend money to get points, all you have to do with ours is run your searches through Bing and points will automatically register in your account as long as you’re logged in,” says Microsoft’s Head of Consumer Marketing (Search & Loyalty Products) Kevin Stagg in the announcement on Microsoft’s UK news centre.

There are two different earning levels in the Bing Rewards program.  Ne users will enter program at level 1, and eventually advance to Level 2 when they’ve earned enough points.  Perks earned at Level 2 include exclusive offers and a 10 percent discount on Microsoft Store items purchased with Bing Reward points.

In order to promote the UK launch, Microsoft is offering program members a change to appear in pop star Charlie XCX’s upcoming music video.

A number of ideas has been used by Bing over the years to increase its share of the search market, but none of them have lasted as long as Bing Rewards.  In the US, the market share for Bing has been seen to be as low as 20 percent.  Outside the US, their market share has been much lower, all the while Google’s presence is even more dominant.

The Bing Rewards program will be launching in Germany, Canada and France in the coming months.

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