Xbox is paying players to launch Gears of War: E-Day
Cash rewards are also available for 007 First Light.
Microsoft has started offering certain Xbox users gift cards for participating in promotional campaigns tied to new releases. According to information that surfaced online, rewards are provided to players who launch Gears of War: E-Day and 007 First Light. The bonus amount depends on the game and the specific offer terms.
Users can receive a $5 Xbox gift card for Gears of War: E-Day, and a $10 card for launching 007 First Light. For the second offer, participants must spend at least 10 minutes in the game after launching it through the Xbox app on PC.
The funds go directly to the account balance and can be spent on anything in the Microsoft Store.

At the same time, the promotion is not available to all players. These offers target specific users rather than providing a guaranteed payout to every console owner or Microsoft account holder.
Source: iXBT.games
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