PlayMoolah launches Yusheng Rush, a Chinese New Year themed mobile game

Yusheng, a traditional Teochew-style dish that’s popular during Chinese New Year, is the subject of PlayMoolah‘s latest mobile game for children, commissioned by its partner, OCBC Bank.

Called Yusheng Rush, the iOS game compels players to find over 50 Yusheng ingredients with a limited shopping budget. For a limited time, the top scorers on the leaderboard will win movie vouchers sponsored by OCBC Bank. The startup has a marketing and distribution partnership with the financial institution, one of the largest in Singapore.

Like all PlayMoolah titles, there’s a financial education element to it. Through the game, players will learn how to balance a budget and decide between price and quality in their purchases.

The Singapore-based startup has said that it expects to launch a pipeline of products in 2013. Yusheng Rush is the second title that PlayMoolah has unveiled this year.  Its first, Moolah It, is a mobile wishlist app that helps kids save up for coveted items they want.

It seems that the company is working towards a large portfolio of apps to facilitate cross-marketing across its titles. These apps also serve to deepen customer and brand loyalty among its existing customers whose first touch point would most probably be its flagship PlayMoolah product.

Another key development to watch this year will be whether the startup can secure more distribution deals with other financial institutions and banks in Asia and beyond.