In the gaming industry, innovative payment models are unlocking new ways for developers to drive user engagement and boost monetisation. From microtransactions to real-time rewards, these models are changing how players interact with games, offering a blend of entertainment and value.
In this week’s In Profile, we sit down with Marca Wosoba, COO of ZBD, to explore how its platform integrates Bitcoin rewards into interactive entertainment.
She shares insights on how ZBD is creating new opportunities for game developers to enhance monetisation while offering users the chance to earn and spend real money through engaging gameplay experiences.
Tell us more about your company and its purpose
Marca Wosoba, COO of ZBD
At ZBD, we’re on a mission to transform the interactive entertainment industry, using the power of Bitcoin and the Lighting Network. Our consumer-facing ZBD app allows users to earn Bitcoin when having fun.
Fundamentally, we’re a payments company and our technology is used to embed instant Bitcoin rewards into a range of applications including podcast apps, music streaming, and games.
Our unique proposition enables our partners to better monetise their games and apps by allowing users to receive nano-rewards (payments smaller than a single cent) for completing actions inside the game or app.
What are some of your recent achievements you’d like to highlight?
Professionally, I’m honoured to lead super-talented, collaborative and creative teams at ZBD. We’re really carving new ground: expanding geographically, operating under brand new regulation, and defining our new payments capabilities for gaming – all while building the regulatory and operational infrastructure to enable that!
On a personal note, I was incredibly proud to qualify for the Hyrox World Championships in June this year, a key endurance event in the athletic calendar. As a parent with three young children and a super exciting professional career, this was a big personal ‘win’ and meant I was able to compete with amazing athletes in a very inspiring environment.
How did you get into the fintech industry?
I started my financial services career in banking at Royal Bank of Scotland and held a number of Director level positions ranging from derivative sales to Transaction FX. It was a great place to learn about the criticality of regulation, not only for compliance but also in how regulation can be a force for change and innovation across an industry.
This experience – combined with my role leading Transaction FX for the retail segment at RBS – led me to payments. I could see enormous innovation and potential for payments and wanted to be part of it. That led me to my role leading international expansion at WorldFirst, which was later acquired by Ant Financial.
What’s the best thing about working in the fintech industry?
Two things (sorry!) First is the innovation: it’s genuinely exciting to work in a space where you can transform industries and lives by creating new payment capabilities with less friction. I also really like the people. Fintech and payments is full of great, humble, and smart individuals who continue to challenge and educate me. I’ve had the chance to work with people so incredible and consider many of them friends.
What frustrates you most about the fintech industry?
I can’t think of a time I’ve been frustrated by the industry. Instead, I’m genuinely excited by the way the industry has adopted new technology and regulation from open banking to AI. Fintech continues to create new experiences for businesses and consumers.
The industry is constantly finding ways to create greater efficiency and reduce the cost to serve. It really is incredible to think about the way payments and our expectations for a great payment experience have changed – even in five to 10 years. I feel privileged to be part of that.
How have your previous roles influenced your career?
Previous roles have influenced my career enormously. I’ve worked for and with some exceptionally smart people and had and still have great opportunities to learn. In my seven years at the Royal Bank of Scotland, I had a range of career and growth opportunities focusing on different customer segments, managing P&Ls and learning about payments, FX, derivatives, risk, regulation, and compliance.
WorldFirst taught me about scaling and business expansion at pace, and Modulr gave me insight into the power embedded payments has to transform industries. At Modulr I also had great opportunities like leading the marketing function and delivering a cross-border merger. I have always taken and loved roles where I can work with and for great people and keep learning – I really enjoy my role at ZBD for those reasons.
What’s the best mistake you’ve ever made?
One experience that has shaped me most is how naively I left America in May 2001 thinking I would be back in ‘a few months’. I am now living in my fourth country. The years of experience adapting to different cultures taught me so much about myself, other people, nuance, and communication. I definitely should have packed differently 23 years ago but the journey has been incredible and the lessons invaluable.
What has the future got in store for your company?
We’re in for a bright future! Looking ahead, we’ll continue to add exciting new games and content to the ZBD app and expand the business beyond our home market in the US. At present, the team is creating new mechanisms for users to be rewarded in real money and spend those earnings in the real world; that’s all I can say for now but stay tuned for more exciting details in early 2025!
What are the next key talking points or challenges for your industry as a whole?
On the regulation front, there’s a lot that’s new. In the EU, firms such as ZBD are preparing to go live under MiCAR and PSD3 is on the way. In the US, almost a year ago the Consumer Financial Protection Bureau (CFPB) proposed a rule to accelerate a shift to open banking and establish stronger financial data rights.
Embedded payments can and will continue to transform industries; I saw this at Modulr where it transformed industries as varied as fintech, accounting and travel. Now at ZBD, we’re on a path to transform interactive entertainment – starting with the video games industry – so watch this space!
In the games industry, monetisation continues to be an important topic! Studios are in constant pursuit of improving commercial metrics, especially during this turbulent period in the industry. As we end the year and enter 2025, exploring new ways to increase revenue remains as important as ever. We also continue to see the impacts of the Digital Markets Act and updates from the Big Tech gatekeepers.
It’s impossible to be bored!
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