Experiencing payments: our immersive digital wallet launch in Peru

Peru’s shift to mobile‑first payments is accelerating, and at Paysafe, the payments provider for the experience economy, our marketing is just as experiential. Earlier this year in Lima, we rolled out the PagoEfectivo wallet, marking a new chapter in digital finance for one of Latin America’s most dynamic markets.

We believe payments are more than transactions; they’re the gateway to immersive experiences. This launch embodies our 2025 growth ambition to power the experience economy across the region.

Launching the PagoEfectivo wallet: meeting Peru’s needs

Earlier this year, we rolled out the PagoEfectivo wallet in Lima, a mobile-first solution designed for Peru’s on the go consumers. Our goal was simple: deliver convenient, accessible finance that empowers users to transact seamlessly while laying the groundwork for Paysafe’s vision in the experience economy.

In months, we had already attracted tens of thousands of sign-ups as a result of a digital campaign and activations in malls, where consumers would spin a wheel, meet soccer influencers and enter VIP soccer‑suite prize draws. This initial response demonstrated the strong demand for a wallet built around local preferences and trusted partnerships. This early momentum confirms that when you meet users where they are, you ignite the potential for deeper engagement and growth across the region.

Bringing the experience economy to life

We recently launched our marketing city takeover campaign in Lima, featuring the PagoEfectivo yellow across prominent billboards, transit wraps, and LED displays in sports-centric and high-traffic areas. Throughout July, the PagoEfectivo Universe, an immersive brand activation, invited visitors to download the wallet, tackle gamified challenges, meet influencers, snap photos with our mascot Leo Pagoncio, and get exclusive swags. Simultaneous social media activations generated excitement and user-driven content across all channels.

Behind the scenes, excitement was palpable, as our team based in Lima gathered for an exclusive preview of the event hosted by our CEO, Bruce Lowthers, and me, celebrating the months of collaboration that made this launch possible. We also met with top journalists and influencers for a media briefing, and, with PagoEfectivo ambassador, famous Peruvian actor Carlos “Cachín” Alcántara, the wallet launch came alive in a launch event with an exclusive group of VIP clients and partners in attendance. Through engaging activations, spirited experiences, and the unveiling of our brand ambassador, we’ve set the tone for a campaign deeply rooted in Peruvian pride and consumer connection.

Driving impact and earning recognition

In the weeks following our launch, PagoEfectivo saw thousands of new users and a marked surge in platform activity, which are clear signs that Peruvians embraced a truly mobile‑first payment experience. Our story gained national and industry-wide attention, with extensive media coverage across various outlets, underscoring the wallet’s resonance.

Crowning this success, Paysafe was honored at the SAMMY Awards (officially the Sales & Marketing Awards) for “Growth Catalyst – Experiential/Event Marketing.” This award celebrates organizations that excel in creating compelling marketing materials, implementing best‑in‑class practices, and delivering standout installations. Winning a SAMMY for PagoEfectivo Experiences affirms our belief that experiential marketing drives both brand love and business results.

Looking ahead

Our PagoEfectivo campaign has shown that when payments become experiences, they resonate deeply with users in Peru’s vibrant market. From a mobile-first wallet meeting real-world needs to a city-wide activation that brought the brand to life, and ultimately a SAMMY Award recognizing our work, the initiative proves that immersive experiences drive both visibility and adoption.

As we scale our presence across Latin America, we remain committed to powering payments for the experience economy.