A new service called Gums Up enables users to rack up points by trying new apps, playing sponsored games and filling in surveys, which can be exchanged for gift cards with which to buy paid-for products including apps.

Points, or ‘gums’,  can be exchanged for items from the iTunes App Store, Google Play, XboxLive, PlayStation Store, Amazon and Filmotech, a movie catalogue, via Paypal or gift card exchanges.

“This system allows you to get apps that are usually payable, such as Grand Theft Auto, or those in which it is required to pay in order to go up levels or get supplements, such as Clash of Clans, completely for free,” the company said in a statement.

Gums Up said its ambition is to become a social meeting point where users share content with friends and it wants to create a “new model of relation” between products and consumers.

To this end, it also wants to introduce a news wall where users will be rewarded with points when “creating and valuing contents”.

The platform works on both iOS and Android smartphones and tablets.

Gums Up will start off with a focus on the US and UK but wants to expand to other countries soon.