In 2013, Fuel markets predicted a rapid decline, which would lead to a loss of market share for Topaz. Topaz decided to focus on building customer relationships in order to retain its market position. With 444 stores nationwide Topaz needed technology that could support gamification as a key part to their loyalty strategy. Topaz rebranded to Circle K in 2018. Circle K decided to continue the Play or Park Loyalty programme. Circle K use loyalty software (AzpiralPRO) and clever strategy to deliver a range of initiatives that engage the communities they are based. Circle K’s latest campaign makes use of their loyalty software, game tag and loyalty app, to help support Irish athletes on their road to the Tokyo Olympics in 2021. Other community initiatives include the renowned Cash for Clubs that was made possible through integrated loyalty technology.