KUALA LUMPUR – October 14, 2024 – In an innovative collaboration, Mastercard and Ribena Malaysia have launched a campaign that rewards gaming enthusiasts with gaming credits through purchases of Ribena products. The partnership, which taps into the fast-growing gaming market, allows consumers to redeem points on the Mastercard Gamer Exchange, a unique digital solution designed to convert loyalty points into gaming credits seamlessly.
Starting from October 1, 2024, any purchase of Ribena products worth over RM5 will entitle consumers to earn points on the Mastercard Gamer Exchange. These points can be redeemed across a range of popular gaming titles. The campaign will run until November 30, 2024, with over one million gaming points up for grabs.
A New Chapter in Consumer Engagement
The global gaming industry is on track to generate $282 billion in revenue this year, with projections reaching $363 billion by 2027. Malaysia is no exception, with local revenues expected to reach nearly $650 million. In line with these trends, Ribena Malaysia is the world’s first FMCG brand to leverage Mastercard’s Gamer Exchange platform, making this partnership a significant milestone in consumer engagement.
“As the #1 blackcurrant drink in Malaysia, Ribena is constantly looking for innovative ways to connect with the new generation of consumers. This partnership with Mastercard brings that purpose to life,” said Rodney Tan, Marketing Director for Suntory Beverage and Food Malaysia. “Now, gaming enthusiasts can enjoy Ribena’s unparalleled blackcurrant taste while rewarding themselves with gaming credits.”
A Seamless Solution for Gamers
Mastercard Gamer Exchange was developed to provide gamers with an easy way to use loyalty points for gaming, an area often overlooked by traditional rewards programs. The platform allows for bite-sized redemptions, meaning consumers can redeem smaller amounts of gaming credits instantly.
“Mastercard Gamer Exchange was conceived with the vision of bridging loyalty programs with the global gaming community,” said Kaveri Khullar, Senior Vice President for Consumer Marketing & Sponsorships, Asia Pacific, Mastercard. “This platform provides gamers with a novel way to add gaming credits, offers game developers a new distribution channel, and gives brand partners like Ribena an exciting avenue to connect with this rapidly growing demographic.”
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Gaming is Serious Business
The gaming market transcends demographic categories, with nearly half of the global gaming population being women. Furthermore, mobile gaming accounts for half of the industry’s revenue, broadening the audience to include more casual, mobile-only players. Ribena’s partnership with Mastercard taps directly into this trend, offering a first-mover advantage in engaging a new segment of consumers.
“The partnership between Mastercard and Ribena is a gamechanger in consumer engagement,” said Dheeraj Raina, Vice President, Head of Marketing and Communications, Southeast Asia, Mastercard. “Rewarding gamers means rewarding an incredibly broad demographic of consumers, creating something truly meaningful for them.”
Mastercard has been actively expanding its reach in the gaming space. In 2018, the company became the first global partner of the world’s largest esport, League of Legends, and has since launched various initiatives such as the Mastercard Gamer Academy and co-branded League of Legends cards.
About Suntory Group
Suntory Beverage & Food Malaysia is home to Ribena, one of Malaysia’s most popular beverages. Known for its rich Vitamin C content and refreshing blackcurrant taste, Ribena is available in both cordial and ready-to-drink formats, making it a favorite among Malaysian consumers.
About Mastercard
Mastercard is a global technology company in the payments industry. Its mission is to connect and power a digital economy that benefits everyone. With connections across more than 210 countries and territories, Mastercard builds a sustainable world that unlocks endless possibilities for all.
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