In passkey, cards will have image transitioning backdrops.
The background images for cards will be able to be changed randomly by merchants once a card is refreshed. Some will be used for show but most will use them for coupons and future offers for events,shows,free coffee stuff like that.
And if you didn't know already (you probably do tho), cards will popup once you enter a store based on location of that franchise address (s). These will also be on the lockscreen.
We will be using this feature at my gym btw

Only 2 locations right now but more in the future. Passkey is really great i love it.
Right now everyone uses a little plastic card and it really sucks because more than half our members have either a iphone 4 or higher. Not many of our members have android phones.
All in all i can really see apple taking over the mobile payment market with this if they implement it correctly in a crowd sourced based way.