This week, we had the opportunity to sit down with Marca Wosoba, COO of ZBD.

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‍ZBD's Bitcoin games platform integrates Bitcoin and blockchain technology to reward players with real-time, micro-payments for playing games and engaging in other activities. Her experience in fintech, payments and gaming is both comprehensive and varied, giving her a fantastic perspective not just on ZBD but the wider payments industry as a whole...

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Can you share a bit about your path to becoming COO of ZBD? What drew you to this role in particular?

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I started in financial services at the Royal Bank of Scotland during the financial crisis of 2008, where you can imagine I quickly got a lesson in risk, regulation, and resilience. That was the foot in the door that led me into fintech, first at WorldFirst, where I led international expansion during a period of rapid growth, and later at Modulr, where I helped drive a cross-border merger and saw how embedded payments could transform entire industries.

What drew me to ZBD was the chance to combine all of that experience to work with a company redefining how people engage with games and other digital content through real-time payments and rewards. ZBD is building a really unique infrastructure that unlocks value for users and developers alike. 

I love working with ambitious, thoughtful people on complex challenges, and the pace of ZBD’s innovation and the imagination of the team keeps me excited and learning every day.

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How would you describe ZBD’s mission to someone outside of fintech or gaming?

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ZBD is the next-generation payment service provider for interactive entertainment. We’re on a mission to make digital payments simpler and faster, and we’ve created a payments platform that enables instant transactions in any currency, using Bitcoin and the Lightning Network.

We started in gaming, but we’re fundamentally a payments company that specialises in integrating instant Bitcoin rewards into apps and platforms like podcasting, streaming services and shopping platforms.

Through our consumer-facing ZBD app, users can earn Bitcoin as they engage with content or complete in-app actions. On the other end, we offer our partners a way to enhance their apps and games with seamless monetisation, while providing users with a fun and rewarding experience.

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What are the biggest misconceptions you encounter about integrating real money into gameplay?

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There’s quite a few. The most common misconception is that real-money rewards only appeal to a niche group of players, when there’s actually really strong demand. For example, in a study we conducted last year we found that 91% of Gen Z players expressed interest in earning money through games.

Another misconception comes from the way rewards are integrated into games. A lot of developers think that integrating rewards automatically leads to better retention, but that is only true if the rewards feel like an authentic part of the experience. Rewards have to feel meaningful, achievable, and well-integrated into the gameplay loop to really strengthen engagement

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Where do you see ZBD’s technology making an impact outside of gaming?

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Gaming was a natural starting point for us. First, we have a lot of inherent knowledge - one of our founders embedded bitcoin into a video game in 2013!  Also, gaming gave us a strong foundation to validate the power of instant payments. That said, our technology has always been about more than gaming. It’s a fundamentally different kind of payment infrastructure, which has allowed us to easily expand into the entertainment realm.

As mentioned before, we already power payment-based use cases across the entertainment industry. For example, you can use ZBD to earn rewards while listening to podcasts, streaming music or watching ads in different apps.

Geographically, we operate across the world. Last December, we were the first company to secure a MiCAR license. We’ve got a few more licenses lined up so we can offer a comprehensive range of payment services - in multiple currencies -  across both the EU and US.

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What should developers be doing today if they want to future-proof their monetisation strategies? 

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Developers need to start thinking beyond the usual ads and in-app purchases. Today’s users are looking for more value from their time spent in apps and games. Integrating real-world rewards and incentives isn’t a trend anymore. It’s an expectation.

That said, it’s not enough to just integrate rewards. Developers need to make sure they are easy to earn, are meaningful enough to keep people coming back, and are seamlessly part of the core experience. Players can smell tacked on rewards from a mile away. 

And finally, it’s important to stay flexible. Monetization isn’t a one-time decision. It’s an ongoing strategy and needs regular tweaking based on what players are actually doing in your app. Keep an eye on the data, build community features, and don’t be afraid to adjust as you go. The most successful developers will be the ones who can adapt quickly to what users want and what the market demands.

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What’s one trend in gaming or fintech that you think is overhyped—and one that’s under-appreciated?

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I can’t think of a trend that’s overhyped, since I’m genuinely excited by all the innovation happening in both spaces. Trends like open banking and AI will continue to change both gaming and payments, and it's exciting that we keep finding ways to create better user experiences and reduce costs to serve customers.

As for under-appreciated, I’m going to have to say rewards. While it’s become a proven way to boost retention and revenue, I don’t think enough companies realise how much they can retain users and incentivise them to spend time on their games and apps.

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What advice would you give to your younger self starting out in tech/fintech?

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If I could give my younger self advice entering FinTech, I’d focus on a few key things. First, resilience and mindset are crucial. FinTech is full of opportunities as well as challenges, and the ability to bounce back, learn, and adapt quickly will carry you through. Every setback is an opportunity for growth.

Second, pace matters just as much as making the right decisions. It’s easy to get caught up in analysis paralysis, but the industry thrives on quick, effective execution. It’s not just about knowing the right path but moving on it with decisiveness and agility.

Lastly, just savour the journey. Fintech’s taken me all over the world. I’ve travelled extensively and lived in four different countries. These experiences have not only enriched my personal life, but helped me connect with people, understand diverse perspectives, and communicate more effectively.

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