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How do they get the rewards?

So I was wandering how they get those rewards? Do they approach the game publisher, what decides that they get the rewards?

It would be cool if some rewards for Evolve or Overwatch would appear.

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We get rewards through partnerships with a number of companies. They are selected based on a number of factors that vary from item to item, but mostly based on whichever promotion the partner company decides to give users the opportunity to take part in. Thanks for your feedback and have a great day!