In one embodiment, techniques for awarding random rewards in a reward program are provided. An event is determined that qualifies the user for a reward in the reward program. A random reward is then generated for the reward program. For example, parameters may be determined that are used to generate the random reward. The random reward is then awarded to the user. In one example, the number of points the user receives may be randomly generated and awarded to the user in the reward program. Thus, user interest may be increased for the reward program, which also may lead to an increase in purchasing of a business's goods and/or services.
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