I’ve been with Vitality for years and used to really value the rewards – hitting my activity targets meant I could reliably get cinema tickets and other perks. Recently they’ve completely changed the system, and it feels like a downgrade disguised as “innovation.” Now, instead of simply earning rewards for staying active, you’re forced to play a pointless “dog game” in the app. If you forget to log in and play it on time, you lose out on rewards you’ve already earned through your activity. It’s confusing, frustrating, and clearly designed to reduce how many rewards people actually claim. This isn’t “engagement” – it’s unnecessary hoops to jump through, and it leaves a bad taste after years of being a loyal customer. A system that used to feel rewarding now feels manipulative and stingy. If Vitality wants to keep customers, they should bring back the straightforward rewards structure that worked, instead of hiding behind gimmicks.