Kiip, best known for powering money-saving offers inside third-party apps, quietly launched a game for Android last month and CEO Brian Wong told us at SXSW today that it has already been downloaded one million times.

7×7 is a puzzle game that challenges players to move colored squares around a grid to create lines. Match up enough and you’ll get a Kiip reward. Wong says download numbers for the iOS version are “negligible” compared to the Android version, which benefitted from being a featured app within Google Play.

Wong is keen to note that this doesn’t mean that Kiip is becoming a games company though. This is simply a way for the company to experiment on a live user base without the risk of doing so in third-party partners’ apps. He says that test features for its platform will appear within the game before they’re rolled out more widely.

2013 is set to be a year where Kiip explores the idea of becoming consumer-facing brand instead of a pure B2B play. 7×7 will certainly help the startup, which launched a Passbook-style iOS app allowing users to manage their rewards last summer. Following a UK launch in August 2012, Kiip recently expanded its reach to Japan.

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Image credit: Pamlau / Flickr

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