Calida Financial, a Maltese embedded payments business, is a new sponsor of PLAYCON Malta 2026. With gaming as a focus area for its embedded payments approach, Calida helps publishers build direct-to-consumer (D2C) payment and monetisation strategies that give them greater control over how players pay and how they engage with their communities.
Calida’s modular technology stack can be configured to create payment journeys tailored to each publisher and game. By embedding payments into the gaming experience, publishers can make purchases straightforward for players while retaining greater control over the customer relationship and the payment experience. Publishers can offer payment methods suited to their audiences.
By taking greater control of both the payment journey and the wider payment strategy, publishers of all sizes can develop direct-to-consumer channels beyond conventional platform billing arrangements, materially improve their unit economics and retain more revenue from each sale.
Calida also brings experience in launching open-loop and closed-loop voucher and gift card programs through direct-to-consumer channels. Through a single API, its platform can support voucher distribution across online and physical retail channels, helping publishers reach customers in different markets and currencies with their own branded prepaid voucher or gift card.
“The payment journey is an important part of the relationship between a game publisher and its players,” said Jens Bader, CEO of Calida Financial. “We help publishers shape that journey around their game and community, with payments that fit naturally into the experience. Our aim is to give publishers more choice and control as they build their D2C strategy.”
“We’re pleased to support PLAYCON Malta and to meet the publishers and gaming businesses shaping the industry.”
About Calida Financial
Calida Financial is a licensed e-money institution headquartered in Malta. It builds tailored financial infrastructure for companies across the EU and EEA. From embedded wallets and prepaid programs to the distribution of digital value through online and physical channels, Calida enables partners to launch and scale financial products. Its platform combines regulatory expertise with technical flexibility for PSPs, fintechs, merchants and digital-first businesses.
