UbiSoft already has UbiSoft Connect points which you can use to get discounts or to buy rewards. 100 points = 20% discount. You can earn UbiSoft Connect points by buying games but also through leveling up. You level up through an XP system. You gain XP through gameplay and by completing 'Core' or weekly challenges. Only newer Ubi games offer such challenges and thereby the possibility to level up. Older games have deactivated this system but you get all former rewards for free.
Ubi points expire after 24 months so you can not keep them forever and might as well use them on in-game fluff/rewards if you have no use for the 20% discount. My UbiSoft Connect level is 79 and I currently have 650 points in the "bank".
I recently used 100 points for an additional 20% discount on AssCreed Valhalla Complete Edition. It was already on sale and it would have usually sold for €49 but thanks to investing those 100 Ubi points I was able to bring it down to €39.20 which seemed like a fair price for the full shebang.
This doesn't always work. Sometimes Ubi disables the possibility to invest 100 Ubi points for an additional discount when a game is already discounted on sale but when I bought Valhalla it worked.
I'm a very rare EGS customer but I think this is a good move by Epic. Definitely better than a points shop for emojis and stickers at least...