Sip Your Way to Gaming Glory: Ribena Malaysia and Mastercard’s Groundbreaking Partnership

By The Malketeer

Gamers, Ribena Just Made Your Next Level Up a Whole Lot Sweeter

Gamers in Malaysia can now level up their gaming experience while quenching their thirst, thanks to a new partnership between Mastercard and Ribena Malaysia.

In a first-of-its-kind move, Ribena Malaysia has teamed up with Mastercard to offer gaming enthusiasts the chance to redeem gaming credits through the Mastercard Gamer Exchange platform by simply purchasing their favourite Ribena drinks.

This initiative marks a significant leap for Ribena as it becomes the world’s first FMCG brand to leverage Mastercard’s digital solution, setting a new standard for consumer engagement.

A Sweet Deal for Gamers

Starting October 1, 2024, any purchase of Ribena products over RM5 will allow consumers to earn points that can be redeemed on the Mastercard Gamer Exchange platform.

Gamers can use these points across popular gaming titles, adding a new dimension to their Ribena purchases.

Over 1 million points are up for grabs until November 30, 2024, making this a golden opportunity for casual and hardcore gamers alike to boost their gaming arsenal.

With the global gaming market expected to hit revenues of US$282 billion this year and Malaysia being home to an estimated 23 million gamers, this collaboration couldn’t be more timely.

Ribena Malaysia’s Marketing Director, Rodney Tan, stressed on the company’s drive to connect with a younger, more digitally engaged audience.

“This partnership with Mastercard brings that purpose to life – with Ribena, gaming enthusiasts now get to enjoy that unparalleled Ribena blackcurrant taste, whilst rewarding themselves with gaming credits,” he said.

Gaming – The Untapped Frontier for FMCG Brands

Gaming has rapidly evolved from a niche interest to a global cultural phenomenon, with roughly 3 billion gamers worldwide.

Mastercard Gamer Exchange offers a simple, user-friendly way to convert loyalty points into gaming credits, catering to this massive, often underserved demographic.

What makes the platform particularly appealing is its ability to facilitate bite-sized redemptions, allowing consumers to turn points into rewards without the need for large accumulations.

Dheeraj Raina, Vice President, Head of Marketing and Communications for Southeast Asia at Mastercard, highlighted the transformative nature of this partnership: “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.”

Why Ribena? Why Now?

As the number one blackcurrant drink in Malaysia, Ribena is no stranger to innovation.

By becoming the first FMCG brand to integrate Mastercard’s digital platform, it is tapping into the fast-growing gaming market in a way that few other brands have ventured.

This pioneering move not only elevates Ribena’s brand engagement but also positions it at the forefront of consumer-centric marketing in the digital age.

Kaveri Khullar, Senior Vice President for Consumer Marketing & Sponsorships at Mastercard, underscored the significance of this collaboration, stating, “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.”

More Than Just a Drink – It’s a Gateway to Gaming

Mastercard has long been a leader in creating unique offerings for gamers.

From partnering with League of Legends, the world’s largest esport, to launching the Mastercard Gamer Academy, the company is committed to connecting gamers with their passions.

Now, with Ribena onboard, Mastercard is extending its reach to a whole new segment of gamers, offering them an innovative way to enjoy their favourite pastime.

In a world where brands are constantly seeking new ways to engage consumers, Ribena Malaysia’s collaboration with Mastercard is a gamechanger.

By seamlessly integrating gaming rewards into everyday purchases, it’s offering consumers not just a drink, but an entire gaming experience.

This partnership could be the start of a new era in FMCG marketing – one where brands tap into the passions of their consumers, creating meaningful connections that extend beyond the point of sale.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

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