Media Works and Versa join forces to gamify finance for Malaysians

Digital content network, Media Works, the parent company of publications such as Malay Mail, Newswav, Soya Cincau, Cilisos and The Rakyat Post, has formed a strategic partnership with fintech wealth management app Versa.

The collaboration aims to deliver interactive digital journeys for Versa’s growing financial user base, which has facilitated over RM3 billion in deposits since 2021. Through the partnership, Media Works will create branded journeys and lead generation campaigns on Versa’s platform, leveraging features such as Versa Quests, which gamifies in-app challenges to engage and motivate users.

The approach allows brands to reach audiences in more interactive and impactful ways, moving beyond traditional display advertising.

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For Versa, the tie-up provides a structured channel to monetise its rapidly expanding financial ecosystem, while Media Works strengthens its role as a high-intent digital network that delivers trusted audiences and conversion-driven solutions for brands seeking qualified leads.

The collaboration highlights how fintech and digital media can strategically align to create scalable, results-driven advertising models in Malaysia.

“At Media Works, diversification has always been central to our strategy. Our ecosystem spans news, technology, lifestyle, automotive, financial literacy, and culture," said Nikkhil Taery, chief commercial officer at Media Works. 

"Partnering with Versa adds another high intent vertical, strengthening the breadth of the Media Works network and allowing us to deliver yield driven solutions for clients. This is the type of diversification that positions us for long term growth, with more developments to come," Taery added. 

In tandem, Seth Tun Ismail, business development lead at Versa said, "'Versa quests' shows the power of connecting ambitious consumers with the brands they aspire to. This strategic partnership with Media Works allows brands to engage Malaysia’s young, vibrant audience in ways that are meaningful and measurable, benefiting all parties. Together with Media Works, we are making it easier than ever for consumers and brands to meet at the right moment." 

The focus on gamified, high-intent engagement is also reflected in other fintech innovations in the region, such as Trust Bank’s new “Saving pots” feature, which encourages customers to save through interactive and personalised digital experiences. Based on customer feedback, the feature aims to foster healthy habits by making saving easy, rewarding and engaging.

With three taps, customers can create up to five personalised pots with tailored targets. To date, over 75,000 pots have been created, most commonly used for emergency funds, travel and dream homes.

The feature integrates Trust Bank’s AutoPay, allowing users to control how much, when and how often funds are added to each pot, with no minimum deposit or lock-in period. Drawing inspiration from digital pets, animated characters, including a lion, cat, dog, otter and monitor lizard, represent each savings pot, hatching and growing as users save, encouraging them to reach their goals in an engaging, gamified way.

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