Start-up SCVNGR is launching a new version of its LevelUp mobile loyalty offers service with American Express.

FORBES: LevelUp Offers With American Express Eliminates Coupons

But in 2011, Priebatsch got an even bigger idea based on a promotion SCVNGR was doing with Buffalo Wild Wings (BWLD).

FORBES: Will Princeton Dropout's SCVNGR/LevelUp Revolutionize the Economy?

Since everything is handled through the credit card, it makes things like dates using deals less awkward, joked Seth Priebatsch, founder of SCVNGR.

FORBES: LevelUp Offers With American Express Eliminates Coupons

For the first time, Forbes is teaming up with SCVNGR, a Boston-based technology start-up, to offer its readers the chance to participate in a scavenger hunt in their city or town.

FORBES: The Forbes Challenge

He pitched the idea of using game mechanics to motivate behavior to a Princeton Business Plan competition and in the summer of 2008, he left to start SCVNGR based on that plan.

FORBES: Will Princeton Dropout's SCVNGR/LevelUp Revolutionize the Economy?

In a July 26 interview, Founder and CEO, Seth Priebatsch, explained that his first product, SCVNGR, for which the parent company is named, is a location-based game with a simple premise: visit businesses, play games, get rewards.

FORBES: Will Princeton Dropout's SCVNGR/LevelUp Revolutionize the Economy?

SCVNGR, a featured company on Forbes' BreakOut!

FORBES: The Forbes Challenge