Paysafecard
From Voucher to Gaming Brand
Paysafecard converts cash into digital credit for secure, anonymous online purchases. Available in 50 countries through over 650,000 outlets, it is widely used across gaming and online entertainment.
• The brand had become dated as faster competitors reshaped the market
• Risked being seen as a starter payment rather than a lasting choice
• Needed renewed energy and a clearer role within the gaming ecosystem
Gateway to Play
I led the rebrand built around Gateway to Play, redefining Paysafecard as playful, simple and secure within gaming culture.
• Transformed a functional printed voucher built around a 16-digit code into a culturally relevant gaming brand
• Introduced a bold visual system and energetic tone of voice
• Made the brand more accessible to younger audiences while reinforcing trust and simplicity
Brand & Experience
The refreshed identity rolled out across brand, product and retail environments, unifying the experience end to end.
• Established simple, secure payments as the core brand promise
• Introduced expanded services including myPaysafe and a prepaid Mastercard
• Repositioned Paysafecard from voucher to a digital wallet alternative
Sponsorships & Visibility
The repositioned brand extended into gaming partnerships, event sponsorships and social campaigns to increase visibility across key European markets.
• Partnerships and event sponsorships embedded the brand within gaming culture
• Social campaigns expanded reach and engagement with core gaming audiences
• Activation across digital and live environments strengthened brand recognition
Impact
The rebrand evolved Paysafecard from a single-use voucher into a connected gaming payment ecosystem spanning retail, digital wallet, app and prepaid card.
• Increased global awareness across the gaming sector
• Re-established relevance with core gaming audiences
• Supported expansion through Google Play and renewed growth across LATAM
Paysafecard moved from a transactional product to a flexible, complete gaming payment solution and recognised gaming brand built for scale.
