Visa enters partnership to expand engagement in gaming

Visa has signed a three-year partnership with Ubisoft, aimed at deepening consumer engagement through co-branded experiences across Europe and the UK.

The collaboration will see Visa integrate into several high-profile Ubisoft titles, including the newly launched Just Dance 2025.

As part of the agreement, Visa will roll out co-branded marketing promotions offering exclusive in-game content, Ubisoft+ benefits, and game codes to select cardholders via targeted campaigns.

To mark the launch of Just Dance 2025, Visa and Ubisoft will debut an exclusive in-game dance created in collaboration with Team Visa footballer Kika Nazareth, merging the worlds of sport, music, and interactive entertainment.

Chris Early, SVP ofstrategic partnerships & business development at Ubisoft said : “Today marks the first step in our partnership with Visa to bring exclusive in-game content to Visa cardholders, and we look forward to sharing more soon.”

Beyond the gaming experience, the partnership will also serve as a platform for broader innovation initiatives over the next three years.

The partnership builds on Visa’s 40-year legacy in sports and entertainment sponsorships, marking a strategic move into gaming. It signals a shift beyond traditional sponsorships, exploring new opportunities at the intersection of payments, technology, and culture.