NAIROBI, Kenya— Absa Bank Kenya has launched a three-month initiative aimed at increasing the use of its debit and credit cards among consumers.
The program, titled “Play Your Cards Right,” will offer cash prizes to incentivize card transactions.
Under the campaign, customers who use their Absa cards for daily purchases, whether through swiping, tapping, or online payments, will automatically enter a draw.
Three winners will receive Sh100,000 each week, while one winner each month will take home Ksh. 1 million. The program runs for three months.
The initiative comes amid a broader push by Kenyan banks to deepen adoption of cashless payments as part of the country’s financial digitization efforts.
According to data from the Central Bank of Kenya, card transactions have been rising steadily, but cash still dominates the retail sector.
Programs like Absa’s aim to accelerate the shift toward electronic payments.
Linda Kimani, Absa Bank Kenya’s Head of Card Payments, said the initiative aligns with the bank’s strategy to strengthen digital payment channels.
“The Play Your Cards Right campaign encourages Absa cardholders to use their cards for everyday transactions,” she noted, adding that the campaign reflects ongoing investment in secure and convenient card solutions.
Analysts suggest that banks increasingly rely on reward-driven campaigns to grow card usage, particularly in markets where mobile money has dominated.
Absa’s approach mirrors efforts by other financial institutions to integrate incentives with digital payment adoption, a strategy that has proven effective in driving consumer behavior.
The campaign also targets new customers, offering an opportunity for the bank to expand its cardholder base. By promoting cashless payments, Absa aims to position its cards as a convenient and secure alternative to cash, while simultaneously increasing transaction volumes.
The move comes as regulators and policymakers continue to advocate for financial inclusion and digitization, highlighting card usage as a critical component of Kenya’s broader cashless economy agenda.
The “Play Your Cards Right” campaign runs from September through November 2025, with draws scheduled weekly and monthly throughout the period.
