At the M Challenge Cup Mekong season 6 grand final, part of the Mobile Legends: Bang Bang (MLBB) ecosystem, held at Hanoi University of Civil Engineering, Kelvin Utomo, Senior Director and Head of Products & Solutions for Visa Vietnam & Laos, outlined Visa's strategic direction in choosing esports as a new channel to connect with young people.

Kelvin Utomo (black shirt) checks in at the M Challenge Cup Mekong (MCCB) season 6 final at Hanoi University of Civil Engineering on november 9. Photo: MCCM

Kelvin Utomo (black shirt) checks in at the M Challenge Cup Mekong (MCCB) season 6 final at Hanoi University of Civil Engineering on november 9. Photo: MCCM

"Esports is attracting interest from both youth and businesses. Visa wants to play an active role in supporting and shaping the development of this sector, while providing convenient, secure, and seamless payment experiences for consumers," Utomo stated.

According to a Visa representative, Vietnam has a young population, yet access to financial services remains limited. Therefore, the brand places students and the university environment at the center of its new connection strategy, aiming to popularize personal financial knowledge, encourage cashless payment habits, and enhance financial technology skills in daily life.

"We view students as future consumers and the generation building the digital economy. Through school esports events, Visa seeks to accompany young people with practical values, helping them access financial technology more naturally and engagingly," Kelvin shared.

Young people wearing game character costumes attend MCCM season 6. Photo: MCCM

Young people wearing game character costumes attend MCCM season 6. Photo: MCCM

Tournaments like Visa VMC Winter 2025 and M Challenge Cup Mekong season 6 serve as suitable platforms for Visa to connect its brand with youth. At these events, students not only cheer and experience the professional competitive atmosphere but also access modern digital payment products and services.

During the M Challenge Cup Mekong season 6 final, the Visa booth attracted many students who checked in, received gifts, and participated in interactive activities, creating a link between financial technology and academic life. Gifts, including tote bags and t-shirts featuring marksman Layla, a hero in MLBB, were quickly snapped up, boosting brand recognition before the competition.

According to Kelvin, esports is part of how Visa reinvents itself to engage with Gen Z, who are shaping future consumption habits and digital lifestyles. "Gaming and esports are trends close to young people. They serve as a bridge for Visa to showcase a dynamic, modern brand identity, while bringing financial technology closer to the student community," he said.

Concluding the regional season, Visa stated it will continue its partnership with the MLBB ecosystem in the M7 World Championship arena, extending its reach from the Mekong region to the global stage. Previously, the brand participated in activities such as MCCB season 6, VMC winter tournaments, and student-focused esports events, reinforcing its commitment to youth engagement, promoting secure digital payments, and spreading innovation within Vietnam's gaming community.

Hai Long