South African financial literacy board game FinMaster has recorded its strongest month of end-user sales to date following a successful nationwide launch campaign in partnership with Exclusive Books.
The milestone comes just one month after the game debuted on shelves across the country, marking a significant achievement for the homegrown brand that began as a simple university project during the Covid-19 pandemic.
Created by co-founders Elijah Djan and Danei Rall, FinMaster was born from a challenge to address growing concerns around financial literacy among young people. What started as a handmade prototype built from a pizza box has since evolved into a nationally distributed educational board game available through major retailers.
To celebrate its arrival in Exclusive Books stores nationwide, the FinMaster team embarked on a month-long roadshow that introduced the game directly to families, students and young professionals. The campaign generated strong interest from consumers seeking engaging and practical ways to learn about money management.
The response translated into record-breaking sales performance across Exclusive Books, Takealot and the official Fintr online store. Some of the strongest sales were recorded at Exclusive Books locations in V&A Waterfront, Sandton City and Menlyn Park Shopping Centre, while several launch events sold out completely.
“We are incredibly grateful. Seeing FinMaster on the shelves at Exclusive Books was already emotional for us because we know where this started. But seeing families actually buy it, play it and tell us how it’s helping them have better conversations about money is the real reward. This month has reminded us why we built it in the first place.”
said Elijah Djan, co-founder and CEO of FinMaster
Designed for players aged 13 and older, FinMaster teaches essential financial concepts such as saving, investing, portfolio building and strategic decision-making through interactive gameplay. Players navigate market events and real-world financial scenarios, including uniquely South African challenges represented through cards such as Load Shedding and Cabinet Reshuffle.
The game’s combination of education, entertainment and local relevance has helped it gain traction among parents, educators and young adults alike. Earlier this year, FinMaster earned international recognition after securing second place at the International Educational Games Competition in Norway.
Beyond commercial success, the creators say the most meaningful feedback comes from players who have experienced real changes in their financial habits and confidence.
“When a parent shares that their child asked about investing, or a young adult tells us the game eased their financial anxiety, that’s when our impact becomes real. While sales validate market demand, the heart of FinMaster has always been about empowering people to discuss money earlier, more openly and with greater confidence.”
said Danei Rall, co-founder, COO and designer of FinMaster
The Exclusive Books launch represents another major milestone for Fintr, the South African financial education company behind the game. From its humble beginnings as a student-led concept, FinMaster has grown into a nationally recognised product aimed at making financial education more accessible and engaging.
“We started with a pizza box and a question: how do we make money less intimidating? A month like this tells us there is a real appetite for that answer. We are thankful to every person who bought a copy, every store team that supported the launch and every family that made space for these conversations around the table.”
added Djan
Looking ahead, the FinMaster team plans to expand the game’s reach across South Africa while developing new ways to empower young people and families with practical financial knowledge. Their long-term vision is to help build a generation that feels more informed, confident and capable when making financial decisions.
Where to Buy FinMaster
Consumers can purchase FinMaster through the following stockists:
- Exclusive Books stores nationwide
- Takealot
- Fintr Online Store
- Zulzi (Gauteng, South Africa)
- Instant Eats (Limpopo, South Africa)
- Fanaticus Games (Western Cape, South Africa)
- PWNED Games (Western Cape, South Africa)
- The Toy Store (Western Cape, South Africa)
- Level Up Store (Western Cape, South Africa)
- Games & Stuff (East Coast, United States)
As FinMaster continues its growth journey, its success demonstrates the increasing demand for innovative tools that help South Africans develop stronger financial literacy skills while making learning about money both accessible and enjoyable.
