Klarna Tempts Gamers With Free Tech Gear as Part of Its Latest Campaign

The payments provider will air 2 live events on Twitch to give players a shot at winning with a possible assist from Snoop Dogg or Lil Yachty

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Alternative payments provider Klarna is capitalizing on the increasing interest in gaming during the pandemic with its latest campaign, “Playing for Keeps,” which was unveiled today, giving gamers the chance to win what it describes as the “ultimate streaming setup.”

“We pride ourselves on being customer obsessed and for us, that’s more than just understanding our customers—it’s also about celebrating and sharing their passions,” David Sandström, Klarna’s CMO said.

The livestream event series, which Klarna claims is the first of its kind, lets at-home gamers compete with streaming stars and gaming pros SypherPK and Kitty Plays to nab some pro-level gear. That gear includes a GT Omega Pro Series gaming chair, JBL Quantum headset, Bose Smart Soundbar 300 and a Lenovo Legion Tower 5i Gaming Computer.

“‘Playing For Keeps’ represents our ongoing commitment to creating unexpected and immersive experiences that center on and showcase our customers’ passions,” Sandström said. “Late last year we focused on dog owners’ with ‘Who’s A Good Shopper,’ this summer we helped sneakerheads beat the bots with ‘Heartbeats 4 Sneakers’ and now with ‘Playing For Keepers,’ gamers take center stage.”

During two livestream events on Oct. 27 and Oct. 29, which will air on social gaming platform Twitch, challengers can play professional gamers on popular games such as Fornite and Fall Guys. For every game that the pros lose, they will give up a piece of their gaming rigs.

Rappers Snoop Dogg and Lil Yachty, who are avid gamers themselves, will drop in during the events to provide surprise in-game assists to players vying for the prizes. Viewers can also get in on the action during the events in order to support the contestants with the ability to introduce obstacles into the pros’ environment to help level the playing field.

As the events are streamed, Klarna will drop exclusive promo codes, shoppable gaming wish lists and more.

“There’s no denying the growing impact of gaming and esports on both culture and the retail industry,” Sandström said. “With ‘Playing For Keeps,’ we set out to create a series of events to engage and excite the gaming community and help more players access the ultimate gaming experience. It’s also given us an opportunity to work with and showcase our network for gaming, electronic and apparel retail partners in a new and exciting way.”

To select the prizes it would end up awarding, Klarna worked with SypherPK and KittyPlays. It then went to its network of tech, gaming, apparel and sport retail partners that offer Klarna’s flexible payments options to obtain the necessary gear, including Gamestop, JD Sport and Finish Line.

“In many ways, Klarna already serves as a cheat code for shopping, helping gamers level up their gear without maxing out their budget,” Sandström said. “This campaign takes that one step further,  giving players a way to hack the system to get new gear, take on some of the industry’s biggest names and play alongside Snoop Dogg and Lil Yachty.”

@RichCollings richard.collings@adweek.com Richard Collings is a retail reporter at Adweek.