The ePlate card has two buttons, each associated with a different reward experience that has been chosen, and can be altered, by the user.

Customers assign the offers to the buttons using the Experience Manager software, available via a mobile phone or online, through the site of UMB Bank, which will issue the ePlate devices. They then pick one of the two options when they make a purchase in-store or online.

The various experiences will be created by third parties, such as charities, retailers and game developers using a toolkit. Each provider will get 25 basis points of each transaction where their 'experience' application is used.

The toolkit API also gives developers "customer-approved" purchase data which Dynamics claims will help them shape their offerings to users' desires. So far several games developers, charities and a comic publisher have created applications.

Jeff Mullen, CEO, Dynamics, says: "The ePlate device gives the user the ability to personalise their payment experience in a way never before envisioned while earning exclusive content across the world's first developer ecosystem for payments. Now, the experience of every credit card in the world can be captured in a single payment device that is issued by a single issuer."