Blackhawk Network Strengths, Domain Expertise, and Key Differentiators
Blackhawk Network distinguishes itself in the market by delivering comprehensive, end-to-end solutions for branded payment programs. With a portfolio of over 1,000 brands, its competitive advantages include deep industry expertise, a broad range of products, and exclusive themed gift card offerings such as Happy Dining and MAX Prepaid Cards.
Blackhawk Network’s global payments and incentives platform empowers businesses worldwide to drive customer engagement, foster employee loyalty, and accelerate revenue growth through a comprehensive suite of solutions: Rewards and Incentives Solutions: Robust platforms that help businesses use prepaid products and gift cards to attract and retain customers, strengthen brand loyalty, and motivate employees. Gift Card Solutions: End-to-end support for launching and expanding branded gift card programs, including design, distribution, fulfillment, and marketing services. Payment Solutions: A full range of technology-driven services that simplify and streamline digital payments, enabling seamless transactions for both businesses and consumers.
Blackhawk Network Recent Developments
In April 2025, Blackhawk Network (BHN) introduced its new Branded Payment Services, designed to streamline and scale physical and digital gift card programs for brands. Leveraging BHN’s global infrastructure and deep industry expertise, these configurable service bundles consolidate key capabilities into unified, end-to-end solutions tailored to individual business needs. The offering includes digital gifting platforms, card production, AI-powered customer support, comprehensive transaction processing, demand planning, marketing, advanced fraud mitigation, and broad distribution through BHN’s extensive partner network—all delivered through a single vendor relationship.
In March 2025, less than a year after acquiring Tango Card, Blackhawk Network completed the integration of Tango’s digital solutions into its broader platform. This strategic move creates global-scale synergies for businesses seeking to embed rewards within their operations and applications via BHN’s advanced digital infrastructure. By enhancing its digital capabilities, BHN enables organizations to seamlessly customize and scale reward programs across a wide range of use cases.
In February 2024, Blackhawk Network launched Select Codes, a digital code-to-catalog solution designed for businesses seeking flexible and efficient reward distribution. The solution enables organizations to quickly deliver digital codes to recipients, such as customers or employees, who can then redeem them for their choice of eGift cards or virtual prepaid cards from a curated catalog. This offering reinforces Blackhawk Network’s leadership in personalized, streamlined digital reward experiences.
Blackhawk Network Mergers and acquisitions (M&A) Activities
In April 2025, Blackhawk Network (BHN) introduced its new Branded Payment Services, designed to streamline and scale physical and digital gift card programs for brands. Leveraging BHN’s global infrastructure and deep industry expertise, these configurable service bundles consolidate key capabilities into unified, end-to-end solutions tailored to individual business needs. The offering includes digital gifting platforms, card production, AI-powered customer support, comprehensive transaction processing, demand planning, marketing, advanced fraud mitigation, and broad distribution through BHN’s extensive partner network—all delivered through a single vendor relationship.
In March 2025, less than a year after acquiring Tango Card, Blackhawk Network completed the integration of Tango’s digital solutions into its broader platform. This strategic move creates global-scale synergies for businesses seeking to embed rewards within their operations and applications via BHN’s advanced digital infrastructure. By enhancing its digital capabilities, BHN enables organizations to seamlessly customize and scale reward programs across a wide range of use cases.
In February 2024, Blackhawk Network launched Select Codes, a digital code-to-catalog solution designed for businesses seeking flexible and efficient reward distribution. The solution enables organizations to quickly deliver digital codes to recipients, such as customers or employees, who can then redeem them for their choice of eGift cards or virtual prepaid cards from a curated catalog. This offering reinforces Blackhawk Network’s leadership in personalized, streamlined digital reward experiences.
Blackhawk Network Customers in ARTW Customer Database
Leveraging a rigorous data-centric research methodology, APPS RUN THE WORLD asks the simple question: Who’s buying Blackhawk Network applications and why? And we provide the answers – supported by decades of research – to our clients around the world. Our Customer database has over 100 data fields that detail company usage of Blackhawk Network and other enterprise apps by function, customer size, industry, location, implementation status, partner involvement, Line of Business Key Stakeholders and IT decision makers contact details. List of Verified Achievers, Gift Cards, BHN Rewards customers.
Blackhawk Network Overview
Ownership: - Silver Lake, P2 Capital Partners
Number of Employees: 4000
Functional Market: Performance Management,
Key Verticals: Aerospace and Defense, Automotive, Banking and Financial Services, Communication, CPG, Distribution, Healthcare, Insurance, Leisure and Hospitality, Life Sciences, Manufacturing, Media, Professional Services, Retail, Transportation,
Blackhawk Network Key Cloud and HCM Applications
Achievers, Gift Cards, BHN Rewards
Blackhawk Network HCM and Cloud HCM Applications Revenues, $M:
| Type/Year | 2023 | 2024 | YoY Growth, % |
|---|---|---|---|
| Total Revenues, $M | Subscribe | Subscribe | Subscribe |
| HCM Applications Revenues, $M | Subscribe | Subscribe | Subscribe |
* HCM Applications Revenues = License + Support & Maintenance + SaaS ( Hardware and Prof. Services are Excluded )
** All revenue figures are estimates based on public records, Cloud and Non-Cloud business models in Apps Run The World's vendor database, and annual survey results including vendor feedback.
Blackhawk Network Revenue Breakdown by Type:
Blackhawk Network HCM Applications Revenues By Sub-Functional Markets, $M:
Split by Sub-Functional Markets | % of HCM Revenue in the HR Segment | 2024 HCM Revenues, By HR Segment, $M | |
Blackhawk Network HCM Applications Revenues By Verticals, $M:
Blackhawk Network Total and HCM Applications Revenues by Region:
| Region | % of Total Revenues | 2024 Total Revenues, $M | 2024 HCM Applications Revenues, $M |
|---|---|---|---|
| Americas | Subscribe | Subscribe | Subscribe |
| EMEA | Subscribe | Subscribe | Subscribe |
| APAC | Subscribe | Subscribe | Subscribe |
| Total | Subscribe | Subscribe | Subscribe |
Blackhawk Network Direct vs Indirect sales
| Type | Direct Sales | Indirect Sales | Total |
|---|---|---|---|
| Type % | Subscribe | Subscribe | Subscribe |
| Revenues, $M | Subscribe | Subscribe | Subscribe |
Blackhawk Network Customers - Breakdown by Geo, Size, Vertical and Product
List of Verified Blackhawk Network Customers
No. of Blackhawk Network Customers: x
No. of Blackhawk Network HCM Applications Customers: x
No. of Blackhawk Network Cloud HCM Customers: x
No. of Blackhawk Network Cloud HCM Subscribers: x
Blackhawk collaborates with over 1,000 leading brands and card partners—including top restaurants, retailers, and merchants—across more than 200,000 retail locations in 28 countries, reaching more than 300 million shoppers globally each week.
Blackhawk Network Market Opportunities, M&A and Geo Expansions
Blackhawk Network (BHN) is expanding its presence in new industries and regions by embedding digital payment capabilities into both consumer and enterprise channels. Recent initiatives, such as the rollout of Visa and Mastercard eGifts using QR-code activation at retail locations and the integration with DoorDash’s gift card system, indicate a focus on scaling flexible, contactless solutions. These developments also reflect the company’s broader strategy to support the shift from physical to mobile-native transactions, particularly in retail and food delivery sectors.
Additionally, BHN is targeting international markets through currency-localized offerings like the Roblox MXN gift card and the Canadian virtual prepaid Mastercard. By enabling rewards and incentives through its integrations with over 25 survey, marketing, and CRM platforms, the company positions itself to serve a wide range of enterprise needs. This approach supports expansion into areas where digital engagement and mobile commerce continue to gain traction, allowing BHN to diversify use cases and increase distribution reach.
Blackhawk Network Risks and Challenges
Blackhawk Network continues to navigate an evolving digital payments landscape with agility, though emerging competitive pressures, such as potential market entry by social media platforms into the branded payments space, pose a notable strategic consideration. Concurrently, sectoral shifts in the restaurant industry present both challenges and opportunities. Blackhawk’s collaboration with Bob Evans exemplifies its proactive approach to mitigating risk and optimizing program performance, reinforcing its ability to deliver value-driven solutions amid changing market dynamics.
Blackhawk Network Ecosystem, Partners, Resellers and SI
Blackhawk Network (BHN) continues to build a partner-centric ecosystem to scale its payments and engagement offerings. The collaboration with Exchange Solutions enables retailers and brands to combine loyalty data with BHN's digital incentives infrastructure, allowing for more data-driven personalization in customer engagement strategies. This positions BHN to serve as an integration layer across loyalty, payments, and analytics functions within customer experience platforms.
The company's alliance with Gopuff further embeds gift card distribution into the on-demand commerce space, expanding its digital and physical card accessibility through rapid delivery channels. Partnerships with Kroger and Boost Gaming, along with the integration of On-Demand Activation at the retail level, illustrate BHN’s approach to embedding its capabilities within point-of-sale and commerce workflows. The addition of a development center in Bengaluru supports ongoing product development and integration efforts across global markets, reinforcing the company's distributed technical and go-to-market infrastructure.
Research Methodology
Data used in research reports are derived from publicly available documents, continuous surveys of applications vendors, customers, resellers, Independent Software Vendors, systems integrators and other verifiable sources.
Vendor shares and market forecast results are based on a combination of existing databases as well as demand side and supply side research conducted throughout the year with validation from vendors, customers, channel partners and documentations such as earnings releases and 10Q and 10K filings, vertical industry studies, regional and country-level statistics from public and private institutions(i.e. colleges, universities, government agencies and trade associations).
For additional information on our methodologies, here's the link:
https://www.appsruntheworld.com/taxonomy
https://www.appsruntheworld.com/FAQ
