Czech banks are aggressively targeting the gaming community to acquire a younger, financially stable customer base before clients begin seeking mortgages or major loans. Recent market research from Česká spořitelna and the NMS agency shows that 37 percent of Czechs play video games regularly, representing approximately 2.5 million people. Meanwhile, a joint study by Komerční banka and the Ipsos research agency found that up to 77 percent of Czechs play games at least occasionally, with the core demographic spanning ages 15 to 44.
How Czech Banks Use Custom Gaming Cards to Drive App Engagement
Financial institutions have moved far beyond standard plastic, turning debit cards into collectibles featuring popular intellectual properties. Over the past three years, Česká spořitelna issued more than 110,000 virtual cards featuring artwork from major titles like Kingdom Come: Deliverance, Mafia, and The Witcher, according to bank data. Campaigns tied to the Mafia series outperformed preceding Kingdom Come rollouts by 10 percent.
The card-issuing strategy yields measurable digital engagement. During a campaign tied to The Witcher—which offered glowing payment cards and physical Gwent card games—50,000 unique clients competed, generating 173,000 interactions inside the George mobile banking application. Česká spořitelna reported that login volumes to its banking app jumped by up to 40 percent during active gaming campaigns. In total, these initiatives have successfully onboarded roughly 5,000 new, predominantly young clients who retain active account status.
Shifting Strategies: From Merchandising to Immersive Community Partnerships
While customized card designs establish initial brand awareness, banks are altering their tactics to foster deeper community integration. Jakub Kuneš, gaming and engagement expert at Česká spořitelna, notes that while the early phase focused on building brand attractiveness for young demographics, the current priority is acting as an active creator within the gaming ecosystem.
Rather than relying solely on established blockbuster franchises, Česká spořitelna is co-creating original content. Through its Cosmo Tales project, developed in partnership with Czech studio Bohemia Interactive, the bank is tying gaming to financial literacy. The project spans a child-friendly title featuring subtle bank placements, a custom card, a comic book, a mini-game, and limited-edition merchandise. The bank also co-financed an accompanying film for the Prague Planetarium, slated to join regular programming in January.
Competitor Komerční banka has pursued a similar evolution. After launching limited-edition League of Legends payment cards in 2021, the bank concluded that physical cards alone were insufficient. Hana Libecajtová, executive director of brand strategy and communication, states that the bank’s strategy has shifted from one-off activations to long-term community engagement projects.
Partnering with Local Streamers to Boost Customer Acquisition
Komerční banka relies heavily on direct partnerships with digital content creators who command large, active follower bases. The institution collaborated with Mastercard and prominent Czech streamer Vojtěch Fišar, known online as Agraelus, to design a custom payment card bearing his design. In a promotional campaign, his card was pitted against a card featuring Poro, a popular creature from League of Legends, allowing users to vote on the popularity showdown by choosing their card design.
According to a case study by the Svencom agency, the streamer-focused campaign resulted in the issuance of 7,902 cards and the acquisition of 3,612 new clients. By moving past traditional advertising into influencer partnerships, banks are reframing payment tools as expressions of personal identity for a demographic that largely rejects conventional financial marketing.
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