- Visa enhances the gaming festival experience with exclusive benefits for cardholders and establishes presence in the gaming space to provide a seamless, secure payments experience for gamers
Kuala Lumpur, 16 July 2025 – Visa (NYSE: V), a global leader in digital payments, announced its inaugural sponsorship of HoYo FEST 2025, marking a significant milestone in Southeast Asia. Organised by HoYoverse, HoYo FEST 2025 celebrates popular gaming titles such as Genshin Impact, Honkai Impact 3, Honkai: Star Rail and Zenless Zone Zero, which has captivated global audiences since its inception in 2021.
This year’s festival will take place in cities across Southeast Asia from 24 to 27 July 2025 at premier venues including Pavilion Bukit Jalil Exhibition Centre in Malaysia, Surabaya Convention Centre in Indonesia, SMX Convention Centre Manila in the Philippines, Sky EXPO in Vietnam, The Mall Bangkapi, MCC Hall in Thailand, and Suntec Singapore Convention & Exhibition Centre in Singapore (25 to 27 July). These events aim to bring together fans for an immersive experience featuring life in-game excitement, community engagement, and a celebration of passionate fandom.
As one of the key host countries in this Southeast Asia-wide festival, Malaysia’s inclusion underscores the growing role of gaming in the lives of everyday Malaysians. HoYo FEST in Malaysia promises a rich experience with live content, themed exhibits, community zones, cosplay, merchandise, and on-stage performances — bring together players and creators closer than ever.
Visa is enhancing the experience for attendees by offering exclusive benefits and deals to cardholders. Privileges include reserved seating space at the main stage, expedited payments with an exclusive payment counter at the merchandise store, as well as Visa exclusive merchandise when visitors spend using their Visa card. Attendees can access these benefits by presenting their Visa card to HoYo FEST staff at the stage reserved seating area or by making a payment with their Visa card at the HoYoverse Official Merchandise Store. Purchases of at least RM130 are eligible – on a first come, first served basis – to receive a HoYo FEST 2025 Badge Blind Box from the HoYoverse Official Merchandise Store at HoYo FEST 2025, subject to availability.
Gaming as a safe space for Malaysians
Visa’s engagement with the gaming sector in the region demonstrates the company’s strategic recognition of the industry’s significant potential. In Malaysia, the gaming market – valued at USD 0.95 billion – is experiencing an annual growth rate of 8%, fuelled by widespread smartphone adoption, improved digital infrastructure, and a strong interest in mobile gaming. More than 75% of Malaysia’s online population – representing at least 25 million individuals – actively participate in gaming activities.
Gaming is highly popular among Malaysian Gen Z consumers, who see it as an opportunity to escape, express their creativity, and invest in virtual experiences. The recent Visa Gen Z Decoded 2025 study[1] reports that at least 61% of Gen Z in Malaysia play games as a hobby, with 56% of these gamers using games to help them disconnect from the stresses of reality. Due to the high penetration of smartphones in the country, 78% of gamers regularly game on their mobile devices, which enables them to engage in gaming from virtually any location.
When it comes to spending, 46% of Malaysian Gen Z gamers report making in-game purchases that enhance their gaming experience, such as obtaining premium or virtual currency, in-game items, and level boosts. In contrast, only one in three (30%) spending on full games. Most of these purchases are primarily motivated by incentives such as discounts (51%), access to exclusive in-game items (37%), or special content (26%). These trends highlight the significance of games as a safe space for players, where they can escape and have total freedom to become their best self.
Visa empowering gamers everywhere
Through its partnership with HoYo FEST 2025, Visa is reinforcing its role in supporting digitally connected, experience-driven consumers. This move underscores Visa’s ongoing commitment to secure, seamless payments and enriching the lifestyles of Malaysian consumers.
“We are proud to partner with HoYo FEST for the first time, supporting an event that aligns with Visa’s commitment to innovation and enhancing the consumer experience. Visa’s comprehensive payment solutions are designed to meet the needs of today’s gamers, ensuring fast, reliable, seamless, and secure transactions. Our involvement in HoYo FEST underscores our commitment to supporting the dynamic gaming ecosystem, where players are increasingly looking for efficient payment options to enhance their gaming experience,” said Previn Pillay, Country Manager for Visa Malaysia.
For more information on Visa’s participation in HoYo FEST 2025, please visit the Visa website.
[1] The Visa Gen Z Decoded study 2025 was conducted from October to November 2024, involving over 560 Gen Zs across 14 Asia Pacific countries. Focused on those aged 14–27, who make up 27% of the region’s workforce—the study explored their values, behaviours, and financial habits. Insights from first jobbers, gig workers, and affluent youths will help Visa and partners create more relevant products, campaigns, and payment experiences for this rising generation.
