Mastercard collaborates with Digitata on gamification campaign

mastercard reynermediaMastercard has partnered with Digitata to launch a gamifiction campaign that educates South Africans on the benefits of making safe, secure and fast payments with Masterpass, a global digital payment service from Mastercard

The new game ‘The Masterpass Race’ demonstrates the benefits of masterpass across digital payment channels including airtime top-up, online purchases, bill payments and in-store payments. It also presents the security features, convenience and ease of use people will find in Masterpass - such as the fact that they can make payments with a smart app on their smartphones without the need of their wallets.

“We at Mastercard are innovating faster than ever before in our efforts to make digital payments simpler, more secure, and more accessible,” said Gabriel Swanepoel, product development and innovation, Mastercard. “To create widespread adoption of our Masterpass solution, we looked for a unique, fun and engaging platform to bring its benefits to life for consumers. Gamification was a perfect opportunity to educate consumers about how digital payments can improve their lives.”

Subscribers were instructed to dial a USSD short code then answer questions relating to information supplied in the game about mobile and cashless payments and Masterpass.

Richard Walton, acting CEO at Digitata Insights, said, “Gamification – the incorporation of game play into online marketing – is an extremely effective way to keep mobile users engaged, offering the ideal opportunity to educate them in an interactive manner.”

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