Gamer Loan
In Ecuador, 8 out of 10 young people couldn’t qualify for traditional loans because they lacked physical collateral like cars or property. But they did have something valuable: their gaming accounts.
Banco del Pacífico flipped the script by launching Gamer Loan, a financial product that accepts in-game assets as collateral. Yes, you read that right—your skins, weapons, and virtual currency could now unlock real-world credit.
Campaign Overview
The campaign launched in early 2024, targeting gamers who had invested time and money into their accounts but were excluded from traditional credit systems. Banco del Pacífico built a platform to assess the market value of gaming accounts and offered loans based on that valuation.
Key elements:
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Microsite: gamerloan.com for asset evaluation
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Collateral: Skins, weapons, rankings, and rare items
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Approval: 48–72 hours with proof of ownership and contract binding
Campaign Objective
Promote financial inclusion for under-30 Ecuadorians
Reframe digital assets as legitimate collateral
Position Banco del Pacífico as a youth-first, innovation-driven brand
Execution
Product Innovation
The bank created a platform where gamers could link their accounts (e.g., Steam, Riot, etc.) and have their virtual assets evaluated.
Algorithms assessed the rarity, market value, and trade history of items to determine loan eligibility.
2. Cultural Relevance
The campaign tapped into a deep emotional truth: for many young people, gaming isn’t just entertainment—it’s identity, investment, and community.
By validating these assets, the bank acknowledged a generation’s lived reality.
3. Creative Rollout
The campaign launched with a cinematic case film featuring gamers unlocking their potential through their digital worlds.
Visuals blended real-life scenarios with game-like aesthetics, reinforcing the idea that virtual value is real value.
4. Experiential Layer
Gamers were invited to test the platform, share their stories, and even compete in challenges to win loan boosts.
Influencers and streamers amplified the message, making it feel native to the gaming ecosystem.
Results
The GamerLoan Campaign delivered outstanding results, driving a 248% increase in loan requests and enabling 7 out of 10 young Ecuadorians to access loans. In its very first week, the campaign saw $282,956 pre-approved, highlighting its strong impact and immediate success.
Lessons Learned
Validate emotional assets: What your audience values emotionally may be invisible to others—but it’s real.
Innovate through empathy: Understand the barriers your audience faces and build solutions that feel personal.
Speak their language: Use visuals, platforms, and tone that resonate with your audience’s culture.
Create new categories: Don’t just compete—redefine what’s possible in your space.
