UnBound Partners with Prasarana Integrated Development (PRIDE) to Transform Malaysia’s Public Transport Through Gamification and A.I. Media Creative Technology
KUALA LUMPUR, MY / ACCESS Newswire / December 29, 2025 / UnBound Sdn. Bhd., an award-winning technology company specialising in Artificial Intelligence, Augmented Reality and gamification, today signed a Memorandum of Understanding (MoU) with Prasarana Integrated Development Sdn Bhd (PRIDE), a subsidiary of Prasarana Malaysia Berhad, to usher in a new digital era for Malaysia’s public transport ecosystem. The collaboration introduces gamification and creative mobile technologies into PRIDE’s mobility platforms, offering commuters a more engaging, rewarding and connected daily travel experience.
The MoU signing ceremony was hosted by Universiti Kebangsaan Malaysia (UKM), underscoring the importance of collaboration between industry and academia in developing commuter-centric solutions. Beyond hosting, UKM will contribute research expertise and practical insights to support the design and validation of gamified mobility features. By involving students and researchers, the initiative will be guided by evidence-based development, meaningful commuter feedback and alignment with Malaysia’s broader smart city and innovation agenda.
Through this partnership, UnBound will apply its strengths in artificial intelligence, creative mobile technologies and large-scale engagement platforms to redefine how Malaysians interact with public transport. By embedding gamification into everyday travel, the initiative transforms routine commutes into enjoyable, interactive experiences that are intelligent, adaptable and scalable to meet future mobility needs.
MyRapid PULSE is Prasarana’s official digital mobility app, designed as a smart travel companion for public transport users. The app brings together journey planning, real-time transit information, and a range of digital features to simplify daily travel and enhance the user experience across the public transport ecosystem.
MyRapid PULSE app will serve as the central platform connecting commuters to MyRapid PULSE Games by UnBound. With gamification integrated directly into the app, users can plan journeys, explore city landmarks and earn digital rewards, badges and lifestyle offers as part of their daily travel. This seamless integration positions MyRapid PULSE at the forefront of digital mobility, where transport services, engagement features and real-world incentives converge. MyRapid PULSE users will enjoy exclusive in-game benefits, making every commute more engaging, rewarding and connected to the wider commuter community.
PRIDE’s vision extends beyond delivering reliable transport services. By integrating digital rewards, lifestyle engagement and interactive features, PRIDE aims to build deeper, more meaningful connections with passengers and enhance overall customer satisfaction. This collaboration aligns closely with Malaysia’s national digital transformation agenda led by the Ministry of Digital and supported by the Malaysia Digital Economy Corporation (MDEC), ensuring solutions are developed with strong governance, forward-looking policies and measurable socio-economic impact.
UnBound brings a strong track record across Australia, the United Kingdom, ASEAN and Malaysia, with recognised leadership in digital creativity, smart city solutions and mobile engagement at scale. The company’s expertise positions it well to support government ambitions to elevate Malaysia as a leader in digital mobility innovation.
UnBound Director, Mr. Ryan Kang, said:
“Our mission is to make digital innovation accessible to everyone. By introducing gamification into mobility, we are shaping smarter, more inclusive cities while making everyday journeys more enjoyable.”
PRIDE Chief Executive Officer, En. Syed Redza Algadrie, said:
“”Public transport is increasingly becoming a digitally enabled part of our everyday lives.”. Through the MyRapid PULSE app, we are enhancing every journey with seamless features, meaningful engagement and tangible rewards. Built-in gamification elements, such as MyRapid PULSE Games, introduce interactive experiences that encourage commuters to travel, explore and engage in ways that are relevant and impactful.”
The MoU reflects a shared commitment to advancing Malaysia’s digital mobility ecosystem.
Together, UnBound, PRIDE and UKM will develop solutions driven by creative mobile technology, research excellence and industry expertise. The collaboration also lays the foundation for future expansion across ASEAN, addressing common urban mobility challenges through smart, engaging and data-driven innovations, and positioning Malaysia as a regional hub for digital mobility transformation.
ENDS
About Prasarana and PRIDE
Prasarana Malaysia Berhad (Prasarana), established in 1998 and operational since 2002, is Malaysia’s leading urban public transport provider. It owns and operates the LRT (Kelana Jaya and Ampang/Sri Petaling Lines), KL Monorail, BRT Sunway Line, Rapid KL, Rapid Penang, and Rapid Kuantan bus services, while also operating the MRT Kajang and Putrajaya Lines.
Prasarana Integrated Development Sdn Bhd (PRIDE) is the commercial arm of Prasarana, focusing on non-fare revenue through retail, advertising, property development, project management, engineering, and commercial solutions. By driving innovation and strategic partnerships, PRIDE complements Prasarana’s core operations and contributes to the Group’s long-term financial sustainability.
UnBound has been supported and recognised by key national and international institutions, including the Malaysian Ministry of Education, Ministry of Youth & Sports, Ministry of Digital, Malaysia Digital Economy Corporation (MDEC), and the Australian High Commission in Malaysia. Through these collaborations, UnBound continues to position Malaysia as a leader in educational innovation, applied AI, and future-ready digital ecosystems.
Media Contact: SuperNewsroom AI Shana/Sandy [email protected] +60196099674
SOURCE: UnBound
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