Mr. Scott White reports

BACKSTAGEPLAY ANNOUNCES APPOINTMENT OF BRUCE KERR TO ITS BOARD OF DIRECTORS

Backstageplay Inc. has appointed Bruce Kerr to its board of directors, effective immediately. Mr. Kerr will also serve as the company's president, with Scott White remaining in his role as the company's chief executive officer.

Mr. Kerr is a proven rewards and loyalty industry executive with more than 32 years of experience building, scaling and monetizing data-driven rewards ecosystems across retail, financial services, and travel and hospitality. Over a 24-year career at LoyaltyOne, Mr. Kerr held senior leadership roles across AIR MILES, BrandLoyalty and Jazz Rewards, where he grew a $1-billion-plus rewards business at sustained annual growth rates of 8 to 12 per cent, signed and managed multiyear partnerships with brands, including American Express, Bank of Montreal, Sobeys, Shell and Hudson's Bay Company, and generated over $200-million in new annual partner revenue. He also successfully launched and scaled BrandLoyalty in North America, growing the business from $0 to $35-million in under two years through experience-led reward promotions that delivered measurable annual sales lifts of 2 to 4 per cent for top North American grocers. Mr. Kerr's deep expertise in reward economics, partner-financed value exchange, analytics and behaviour-changing incentives aligns directly with Backstageplay's mission to redefine experiential rewards by connecting brands, fans and live entertainment through measurable engagement, monetization and long-term loyalty.

"We are delighted to have Bruce join us as a director and the company's president as we pursue the company's 2026 mission," said Mr. White. "Bruce brings substantial experience as a senior executive in the rewards, redemptions and gamification sectors, as well as extensive connectivity to Canadian and international enterprise brands in those industry sectors. We are eager to have access to his expertise and contacts as we prepare to relaunch our business."

"I have been assisting the team at Backstageplay as an informal management consultant and strategic advisor for several months now, discussing new directions and opportunities in the rewards and related sectors internationally," Mr. Kerr said. "I am motivated to be involved and help navigate this business forward through the various opportunities we have jointly targeted."

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