Kiip has made a name for itself by offering real-world rewards in games and expanding that business to all mobile apps. In recognition of that innovation, the company is announcing today that it has received an unspecified investment from American Express.

American Express Ventures is investing in the San Francisco company at a time when Kiip is moving beyond games to rewarding special “moments” that arise in a variety of apps. In games, those moments are when players achieve high scores or complete levels.

“Every once in a while, you come across partnerships and collaboration opportunities that just make sense,” said Brian Wong, chief executive of Kiip, in a statement.

The 3-year-old company, run by a 22-year-old, has come a long way in partnering with the financial services giant, which is trying to adapt to the world of digital payments and rewards.

“We have evolved beyond media and advertising into a company that builds value into every moment,” Wong said.

Wong said that he has worked closely with American Express Ventures’ Harshul Sanghi, who heads the group based in Silicon Valley.