Mastercard and Ribena MY reward gamers in expansive new campaign

Mastercard and Ribena Malaysia have collaborated on a new campaign which rewards gamers when they quench their thirst with Ribena products.

As part of the campaign, eligible Ribena products can be redeemed for gaming credits via the 'Mastercard gamer exchange' platform. The platform is a digital points conversion engine that can be easily incorporated into loyalty platforms to allow consumers to turn points into gaming credits. 

The points can be redeemed for gaming credits across some of the world's most popular gaming titles including Honkai Star Rail, Mobile Legends and more. Currently, over 1 million points are up for grabs until 30 November 2024.

Ribena is the first fast-moving consumer goods partner on the platform globally. “Ribena is constantly looking at innovative ways to connect with a new generation of consumers and to ensure that our valued consumers have a rewarding and enjoyable moment”, said Rodney Tan, marketing director for Suntory Beverage and Food Malaysia.

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“This partnership with Mastercard brings that purpose to life – with Ribena, gaming enthusiasts now getting to enjoy that unparalleled Ribena blackcurrant taste, whilst rewarding themselves with gaming credits," added Tan. 

The campaign comes as the global market is expected to see revenues of US$282 billion this year, climbing up to US$363 billion by 2027. In Malaysia alone, revenues from gaming are expected to hit almost US$650 million this year, with the country being home to roughly 23 million gamers, it said. 

“Mastercard has always aimed to connect people with their passions, such as sports, arts, music, and gaming. 'Mastercard Gamer Exchange' – the world’s first reward points conversion engine for gaming credits – was conceived with the vision of bridging our partners’ loyalty programs with the global gaming community,” said Kaveri Khullar, senior vice president for consumer marketing and sponsorships, Asia Pacific, Mastercard.

“With one simple, seamless solution, 'Mastercard gamer exchange' establishes an entirely new category in rewards redemption, giving gaming enthusiasts a novel way to add gaming credits; offering game publishers and developers a new distribution channel – one that didn’t exist before; and providing brand partners with a fresh approach to connect meaningfully with this fast-growing demographic," added Khullar. 

Meanwhile, technological advancements such as increasingly powerful mobile devices and expanded internet coverage have significantly broadened access to gaming, with half of the industry’s global revenue coming from mobile games, it said. This broadened access means gaming is no longer just the domain of those with dedicated consoles or desktop computers, creating a vast audience of more casual, mobile-only players.

According to a statement seen by A+M, 'Mastercard gamer exchange was developed to give this "burgeoning market" a simple, intuitive way to use loyalty points for a form of entertainment or passion that had been largely underserved by rewards programs.

Furthermore, 'Mastercard gamer exchange' encourages the use of points through bite-sized redemptions, given that gaming credits can be redeemed in smaller amounts and doesn’t necessitate accumulating large quantities of points before conversion. Once redeemed, gaming credits will be available on the selected gaming platform instantly. 

“The partnership between Mastercard and Ribena, one of the most beloved consumer brands in Malaysia, is a gamechanger in consumer engagement. Mastercard is excited to be working with Ribena to help them deepen their engagement with this diverse audience,” said Dheeraj Raina, vice president, head of marketing and communications, Southeast Asia, Mastercard.

“'Mastercard gamer exchange' is a recognition that gaming is a popular passion globally and specifically in Southeast Asia, and that rewarding gamers means rewarding an incredibly broad demographic of consumers and creating something meaningful for them," added Raina. 

This campaign comes after Raina's appointment in January this year.

Based in Kuala Lumpur, Malaysia, Raina brings his deep marketing experience and expertise to facilitate strategic marketing, partnerships and activations in the region, which comprises 10 markets. He leads a team that cuts across brand, consumer marketing, product marketing, sponsorships and communications, and works closely with business leads and country managers to facilitate business growth. He is also focused on boosting consumer engagement through Mastercard’s long-standing marketing platform, Priceless. 

Photo courtesy Ribena Malaysia, Facebook

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