Forget reward points: AmEx gives users Farmville cash

American Express is teaming with Zynga on a reward program that will link offline spending on its Serve pre-paid cards to in-game rewards in Farmville. It’s an ambitious attempt at boosting the reach of AmEx’s Serve product and tying real-world spending to online virtual rewards.

AmEx builds a mobile home for its social offers

American Express has been using social channels such as Facebook, Foursquare and Twitter to deliver offers that can be synced to a user’s card account. But up until now, there wasn’t one place to find and get recommendations on all those offers.

Isis mobile wallet adds AmEx cards in lead-up to launch

Isis, the mobile payment joint venture of AT&T, Verizon and T-Mobile, has added American Express cards to its wallet. The news helps build more momentum for the Isis payment platform, which now has a broad array of payment cards that will work inside the mobile wallet.

MasterCard expands PayPass wallet service into a platform

MasterCard is expanding its mobile payment service PayPass into a larger platform called PayPass Wallet Services that will enable PayPal-like online payments and will include APIs for developers to integrate their payment apps and services with PayPass.

AmEx lets Twitter users turn tweets into coupons

American Express is partnering with Twitter and letting its members link a merchant coupon to their card by tweeting out a hashtag from a retailer. When a member goes to use the card that’s been synced to their Twitter account, their discount is automatically redeemed.

AmEx lures digital commerce startups with $100M fund

American Express wants to have a stake in the next big digital commerce start-up and it’s establishing a new $100 million fund to make sure it doesn’t miss out. It’s another sign that 162-year-old American Express is anxious to keep evolving.

How American Express could be the monster of local deals

The more I see of American Express, the more I think it stands a chance to be a major player to watch in the local deals market. If AmEx can execute, it could show many of the deal companies how commerce, loyalty and offers are done.