Nayax Tackles Europe: 11 Countries, One Cashless Future

FinanceGoogle AdsCampaign Localization

Nayax is one of the fintech players changing how the world pays for everyday things.

From vending machines and laundromats to car washes and EV chargers, its platform turns unattended machines into cashless, connected businesses. Listed on Nasdaq, Nayax passed $400 million in revenue in 2025 and delivered its first full year of net profit. Around 115,000 customers now run close to 1.5 million connected devices on Nayax, in more than 120 countries. Every tap, swipe and phone payment at a machine is another step away from cash.

“The account managers are all highly qualified, professional and skilled in marketing. Through collaboration and ongoing meetings, the team understands the product better and invests time and effort to maximize performance and yield great results. Communication with Mediacharge was always great and they have high availability, always willing to provide a solution and answer requests. Having a manager in charge of all communication makes it very easy.”

Meital MaloulPPC Campaign Manager, Nayax

Eleven countries. One cashless future.

Opportunity

Europe is still in the middle of its move away from cash.

In the euro area, cash is used in more than half of all point-of-sale transactions, even though most consumers say they prefer to pay by card or phone. That gap is Nayax’s opportunity: countless vending machines, washers, kiosks and chargers still waiting to go cashless. The challenge was to reach the operators behind them in 11 European countries, each with its own language, payment habits and competitors, and to make Nayax the name they search for when they are ready to switch.

“Going cashless is a decision operators research carefully. Our job was to make Nayax the answer every time they searched, in every market.”

Ben DietrichCEO & Founder

Approach

From 2020 to 2025, Nayax and Mediacharge built a search-first growth engine across 11 European countries, adding market after market.

Search advertising formed the core: localised campaigns that meet machine operators at the exact moment they look for cashless payment solutions. The Google Display Network and YouTube extended the reach, keeping Nayax visible between searches and building familiarity with its brand. Every new country built on what earlier markets had taught. Both teams worked in close weekly alignment, from strategy to execution.

Result

Five years on, Nayax is a name Europe’s operators search for.

Brand awareness more than doubled across the continent’s five largest markets, Germany, the UK, France, Italy and Spain, benchmarked by brand search demand from the start of the partnership to its end. In Germany, brand searches grew almost tenfold. Over the same years, Nayax grew into a profitable, Nasdaq-listed fintech present in more than 120 countries. Europe’s operators no longer need to stumble across Nayax. More and more of them look for it by name.