Marca Wosoba: Navigating Growth in a Competitive Global Market

We catch up with Marca Wosoba, COO of ZBD, a company at the cutting edge of fintech and gaming innovation. With a mission to merge the worlds of digital payments and interactive entertainment, ZBD is redefining how value is exchanged in virtual environments. From real-time micropayments to seamless in-game rewards, ZBD is not just participating in the future of finance and gaming — it’s actively building it. In this exclusive interview, Wosoba shares insights on leadership, scaling in two fast-evolving industries, and what’s next for the company pushing boundaries at the intersection of money and play.

1. ZBD is at the intersection of fintech and gaming—two rapidly evolving industries. How do you see these sectors converging in the next 3–5 years, and what role is ZBD playing in shaping that future?

Fintech and gaming are converging around one simple concept: value for engagement. Over the next 3–5 years, we’ll see a fundamental shift where digital interactions are increasingly monetized in real time, whether that’s earning Bitcoin while playing a game, listening to a podcast, or completing an in-app action.

ZBD is at the forefront of this movement. We’re building a unique infrastructure that allows developers to reward users instantly and natively with real-world value. Our vision is a world where payments are woven seamlessly into interactive experiences – without friction or waiting.

2. As COO, you’re at the heart of operational strategy and execution. What have been the biggest challenges and breakthroughs in scaling ZBD’s platform globally?

One of the biggest challenges is one that I hope is behind us: the challenge of acquiring and maintaining the bank accounts to operate a business. This isn’t unique to ZBD – other businesses operating in the bitcoin and wider crypto space faced similar challenges. I’m pleased to see that sentiment from banks and other operational partners is shifting.  For bitcoin businesses with strong compliance programmes like ZBD, this is very welcome!   

A major breakthrough for us was building a regulatory program that helps us move quickly while staying compliant. For example, last year we were one of the first companies in the world to secure a MiCAR license in the EU – and we’re continuing to acquire new licences so that we can offer a full suite of fiat and crypto services to our users.

It’s so rewarding to lead such a talented, collaborative and flexible team. They’ve been the key not just to our commercial success, but also our success in acquiring the licences and operational partnerships we need to achieve our vision of becoming the next generation PSP for interactive entertainment. People are the backbone of any company – at ZBD it’s no different – especially as we continue to grow and expand in brand-new territory.

3. Microtransactions and the use of Bitcoin in gaming are still relatively novel concepts. How are players responding to this innovation, and what does that say about the future of digital rewards and value exchange?

Not only do players love these innovations, they now expect rewards from their games and other online activities. Even tiny, sub-cent rewards, which we power through the Lightning Network, can fundamentally change how users engage with an app or game. We’ve seen longer session lengths, better retention, and a stronger kind of loyalty emerge. All because the rewards feel real. 

This tells us a lot about digital value. Developers are learning that it’s not always about the amount that a player can earn, but how immediate and real the rewards are. Users want to feel valued if they’re sinking time and effort into an app, and we’re making that possible in a scalable, developer-friendly way.

4. Regulation in crypto and digital payments is a hot topic. How does ZBD navigate this landscape while continuing to innovate?

We see regulation as a necessity and an opportunity. My background in traditional finance and as Chair of the Management Board at Modulr gave me a front-row seat to how strong regulatory frameworks can drive innovation when done correctly.

At ZBD, we bake compliance into our culture, product and strategy from day one. As I mentioned earlier, we were one of the fastest movers on MiCAR, are tracking PSD3 closely, and operate in full alignment with EU and US regulatory environments. The key is to be proactive, not reactive. Innovation isn’t bypassing regulation but designing within it to create better, safer, more scalable solutions.

5. The company is known for its pioneering work in integrating Bitcoin into real-time applications. How do you balance technological ambition with delivering seamless user experiences?

The key is to abstract the complexity. Our users shouldn’t need to understand the ins-and-outs of Bitcoin and the Lightning Network to take advantage of what we offer. It’s about building an incredibly advanced infrastructure on the backend, and making it feel invisible to the end user. It’s a combination of our technology and strong compliance that helps us keep things seamless.

For developers, we work closely with them to ensure that rewards feel like a natural part of gameplay instead of a cumbersome bolt-on. 

We’re currently working on new tools that make it even easier for developers to integrate Bitcoin rewards with minimal effort and without a need for deep technical expertise. This is a big step forward in lowering the barriers to adoption. Instead of complex or heavy game code modifications, we’re offering a more plug-and-play approach that lets developers focus on the game experience, not the plumbing.

6. Culture and team dynamics often define a startup’s long-term success. What’s your approach to building and maintaining a resilient, high-performance team at ZBD?

I love the team here at ZBD. We’re a fully remote organization with people spread across the UK, EU and US. I, myself, am based in Chicago after spending more than two decades in the UK and Europe. Since the team is so spread out, it’s incredibly important that they all feel valued, empowered and supported. 

I come from a farming and sports background – racing Hyrox, marathons and triathlons. This has taught me (and continues to teach me!) the value of resilience, preparation, and team spirit. I bring those same principles to ZBD. We operate in a very fast-paced industry in an environment that is constantly evolving so it’s important that we maintain this culture, focusing on continuous learning and open communication.

We also do the occasional offsite, gathering everyone together in places like Costa Rica to collaborate and work in person – as well as have some face-to-face fun in the sun together.

7. Looking ahead, what trends or shifts in consumer behavior do you believe will most influence ZBD’s strategy and product development in the coming years?

People want more control over their data, their time, and the value they generate online. The days of passive consumption are over. Users expect to be rewarded for participation.

That’s a huge tailwind for ZBD. We’re building for a world where value is earned in real time, where digital rewards are portable across platforms, and where payments are embedded, instant, and user-centric.

From a product perspective, we want to continue expanding our reward rails beyond gaming into streaming, shopping, and beyond. And from a strategy standpoint, we’ll continue being compliance-first, aligning with consumer expectations, expanding to more regions and innovating meaningfully in this growing space.

The post Marca Wosoba: Navigating Growth in a Competitive Global Market appeared first on European Business & Finance Magazine.