Zeevex, which sells stored-value cards for online purchases, has added a gift card exchange.

With the gift card function, Zeevex's merchant partners will be able to reach more customers. The exchange is also meant to provide more options for consumers without credit cards.

In July 2012, InComm, which acquired Zeevex in 2010, announced a partnership with Plastic Jungle to provide a gift card service. The new exchange, which allows users to apply the full value of one card to another, doesn't charge consumers a fee to trade their Zeevex cards.

"Zeevex's website and interface is designed with the online consumer in mind, while the Zeevex card makes it easy for cash-oriented customers to purchase content from their favorite brands in the digital space," says Dave Etling, vice president of business and product development at InComm, in a Mar. 27 press release. "By extending Zeevex's reach as a gift exchange platform, brand partners also benefit as their content can now be accessed by this cash-based consumer segment."

Users now trade PINs, which function to unlock the monetary value of the cards, for software, games and music. Zeevex funds can also be traded for other digital currencies used in online games.

Since its 2008 launch, Zeevex has partnered with many online game and movie distributors, including Valve, Sony Online Entertainment and Hulu Plus.

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