Mastercard and AEON Credit Service bring blind box gamification to cardholder rewards

Mastercard and AEON Credit Service have jointly rolled out what they describe as Southeast Asia’s first mobile-first digital blind box campaign, marking a new approach to cardholder engagement through gamification.

The campaign, titled “Spend. Tap. Win!”, runs from 22 December 2025 to 31 March 2026 and leverages Mastercard Gamer Exchange (MGE) to deliver instant digital rewards across lifestyle, dining, travel, entertainment and gaming categories. A total of RM168,000 worth of prizes is available throughout the campaign period.

Designed to move beyond traditional cashback and points-based rewards, the initiative introduces a blind box mechanic that blends surprise with choice-driven fulfilment. While common across eCommerce platforms in the region, the format is new to bank cardholder rewards.

AEON Mastercard cardholders who spend RM150 in a single foreign currency transaction, either online or overseas, will receive one blind box. For every additional RM150 spent, cardholders will receive two more blind boxes, capped at six per participant for the duration of the campaign.

Don't miss: Loyalty marketing gets cute with plushie strategy 

The rewards span multiple lifestyle categories, including retail and dining brands such as ZUS Coffee, Shell, Secret Recipe, Zalora and Eat Cake Today. Gaming and entertainment rewards include MGE credits redeemable on platforms such as Spotify, Steam, Mobile Legends, PUBG, Genshin Impact and PlayStation. Prize values range from RM50 to RM100, with a grand prize of RM2,000 worth of Trip.com vouchers.

From qualification to redemption, the experience is fully digital, with instant prize activation and a mobile-optimised interface designed for on-the-go participation.

The campaign also marks the first deployment of a virtual blind box mechanic via the MGE for a cardholder engagement programme in the Asia Pacific region. According to Mastercard, the initiative responds to rising consumer demand for instant, digital and personalised experiences, particularly among lifestyle and gaming-focused audiences.

Commenting on the launch, Beena Pothen, country manager of Malaysia and Brunei, Mastercard, highlighted that Malaysian consumers are increasingly seeking rewards that feel relevant to their interests, rather than conventional incentives. “By blending the excitement of gamification with meaningful rewards spanning dining, travel, entertainment and gaming, we’re only meeting evolving consumer expectations but also shaping the future of digital cardholder experiences.”

Meanwhile, Ajeet Chauhan, VP products and solutions, APMEA, Mastercard, added: "With the launch of AEON Credit's first gamification initiative in collaboration with MGE, the earliest of its kind in Southeast Asia, we strive to deliver meaningful rewards and seamless experiences to the cardholders." He also said that MGE's innovative solutions are designed to empower AEON Credit's customers with added flexibility and value.

Janice Ong, head payment business group, AEON Credit, echoed this sentiment, noting that the blind box format introduces an element of discovery into everyday spending while offering practical rewards across multiple categories. "We're constantly exploring new ways to add value for our cardholders and reward their loyalty, and the blind box mechanic brings an element of excitement and discovery to everyday spending, while the diverse prize categories ensure there's something meaningful for everyone."

Loyalty marketing has been having its moment lately. Besides digital innovations as seen in the "Spend. Tap. Win!" campaign, McDonald's Singapore has been seen using plushies not just to spark joy, but to shape behaviour, reward loyalty and drive retention. In celebration of Lunar New Year, the fast-food brand is releasing its first-ever plushie collection, the “Prosperity pals”, which also comes in a trio set housed in an exclusive box. 

The set is redeemable only by their members using the McDonald's app, otherwise known as the MyM Members. Limited in quantity and gated behind points redemption, the set introduces a clear behavioural threshold of rewarding consistent engagement rather than a single purchase.

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