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PTPTN Esports Challenge
- Category
- PlaySuite
- Product Type
- PlaySuite
- Client
- Ministry of Higher Education, Malaysia
- Year
- 2024
A Savings Campaign Like Never Before
When most people think of student savings, they think banks and boring booths. But in 2024, PTPTN flipped the script.
As part of its Bulan Menabung SSPN (BMS) campaign, PTPTN launched the Esports Challenge, with Mobile Legends as its crown jewel—a bold move to connect with Gen Z where they live: in the digital arena.
The Bigger Impact
Engagement Strategy: PTPTN used gaming to turn saving money into earning respect.
Cultural Relevance: Mobile Legends wasn’t a random choice—it’s the most played mobile game in Malaysia.
Incentivised Behavior: The RM50 deposit requirement ensured that every match helped build real-world habits.
Government-Grade Execution: Official coverage, branded stage setup, and high production value.
