Gaming is no longer just a pastime—it’s a culture-shaping ecosystem, and financial services brands have a unique opportunity to play a meaningful role within it. This report explores how banks, payment providers, and digital finance platforms can tap into the gaming landscape to connect with a generation that is both digitally native and financially engaged. Across Southeast Asia, the Middle East, and Oceania, over half of gamers own a credit card and actively save money, while 7 in 10 are making monthly in-game purchases. This signals a large, financially literate audience primed for innovative engagement strategies—offering fertile ground for brands seeking to drive relevance, preference, and trust among younger consumers.

Through market data, behavioural insights, and best-in-class case studies—from VISA’s Roblox activations to Alipay’s eco-campaign with Genshin Impact—this report outlines the most effective ways finance brands can show up in, around, and beyond the game. Whether you’re exploring your first esports partnership or building your own playable brand experience, the findings here will help you identify where to play, how to add real value, and how to show up authentically in gaming communities. If your brand wants to be part of culture—not just adjacent to it—this report is for you.