Ukash, the global e-money network has hired consumer brand and entertainment specialists Boom! with a brief to raise the brand’s profile with consumer and B2B audiences.
Boom! will initially target video gaming audiences as Ukash seeks to grow its market share within the sector. It is already an accepted form of payment within hundreds of hugely popular online games including Habbo Hotel, Farmville and massive multiplayer online games (MMOG’s) such as Dark Orbit.
“Boom! showed a real understanding of our target market and we look forward to working with them to build awareness of Ukash with the MMO gamer audience and the games industry” said David Hunter, CEO of Ukash.
Launched in 2005, Ukash is a fast growing alternative payment method that enables consumers to shop, pay and play online safely, using cash. 2012 has seen the company awarded the Queen’s Award for Enterprise for the second successive year in the International Trade category.
“Online F2P (Free to Play) gaming numbers are growing fast, and in-game transactions were worth over $1 billion in Europe in 2011*. Gamers can now make purchases in their favourite games on social networks or other online gaming portals without the need for disclosing their financial details. We’re looking forward to helping Ukash continue to grow as a popular alternative payment method for gamers” said Boom! Founder Justin Crosby.
Regulated by the UK Financial Services Authority, Ukash works by exchanging notes and coins for a unique 19-digit ‘Ukash Code’ in over 420,000 retail outlets in over 55 countries. This unique code is then used to pay directly with cash on over 5,000 websites that accept Ukash transactions worldwide.
Source: Newzoo survey
*figures from a Ukash survey of 3,000 users in December 2011