{"id":16052,"date":"2022-01-08T10:48:49","date_gmt":"2022-01-08T09:48:49","guid":{"rendered":"https:\/\/www.intellias.com\/?p=16052"},"modified":"2023-10-04T14:39:36","modified_gmt":"2023-10-04T12:39:36","slug":"how-to-use-gamification-in-banking","status":"publish","type":"blog","link":"https:\/\/intellias.com\/how-to-use-gamification-in-banking\/","title":{"rendered":"How to Use Gamification in Banking"},"content":{"rendered":"<p>How do you feel about gamification in banking apps? Usually, people are either skeptical about it or see it as a fresh approach to providing banking services. Gamification has already gained ground in many business domains, but the rigid world of banking may not be so eager to let it in. We\u2019ll explain how to use gamification in banking and what benefits it may bring to the industry.<\/p>\n<p><b>In this article, you\u2019ll learn about:<\/b><\/p>\n<ul>\n<li>Key principles of gamification<\/li>\n<li>The main challenges to wider adoption of gamification in banking<\/li>\n<li>Benefits gamification brings to banking<\/li>\n<\/ul>\n<div><a href=\"\/new-age-in-banking-whitepaper\/\" class=\"whitepaper-banner wow fadeInUp\">\n\t\t\t<div class=\"whitepaper-banner__icon\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/intellias.com\/wp-content\/uploads\/2019\/09\/cover-79x81.png\" alt=\"cover-79&#215;81\" width=\"79\" height=\"81\" ><\/div>\n\t\t\t<div class=\"whitepaper-banner__info\">\n\t\t\t\t<div class=\"whitepaper-banner__info-text\">\n\t\t\t\t\t<div class=\"whitepaper-title\">NEW AGE IN BANKING WHITEPAPER<\/div>\n\t\t\t\t\t<div class=\"whitepaper-description\">How banks can switch to more profitable operating models<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<span class=\"whitepaper-btn btn-filled\"> Download now <\/span>\n\t\t\t<\/div>\n\t\t<\/a><\/div>\n<h2>What is gamification in the business environment?<\/h2>\n<p>Modern consumers are picky and bored with businesses big and small trying to force-feed them goods and services. Today, businesses need new, sometimes surprising approaches to customers and experiences. That\u2019s where gamification can help. A game adds spice to the most conservative of approaches and makes business efforts easier to perceive.<\/p>\n<section class=\"testimonial-wrap testimonial-wrap--simple\">\n\t\t\t<blockquote class=\"testimonial-block\">\n\t\t\t\t<div class=\"testimonial-block__content\">\n\t\t\t\t<svg class=\"quote-icon\" width=\"75\" height=\"65\" viewBox=\"0 0 75 65\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path opacity=\".3\" fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M16 29.7h10c2.4 0 4.4.8 6.1 2.5a8.5 8.5 0 0 1 2.5 6.2v17.4c0 2.5-.8 4.5-2.5 6.2a8.2 8.2 0 0 1-6 2.6H8.7c-2.4 0-4.4-.9-6-2.6a8.5 8.5 0 0 1-2.6-6.2v-32A23 23 0 0 1 7 7.4 23.1 23.1 0 0 1 23.2.6H26a2.8 2.8 0 0 1 2.9 3v5.7c0 .8-.3 1.5-.9 2-.5.6-1.2 1-2 1h-2.8a11 11 0 0 0-8.2 3.3c-2.2 2.3-3.3 5-3.3 8.2v1.5c0 1.2.4 2.2 1.2 3 .9 1 1.9 1.4 3 1.4Zm49.9 0c2.4 0 4.4.8 6 2.5a8.5 8.5 0 0 1 2.6 6.2v17.4c0 2.5-.9 4.5-2.5 6.2a8.2 8.2 0 0 1-6.1 2.6H48.7c-2.4 0-4.5-.9-6.1-2.6a8.5 8.5 0 0 1-2.5-6.2v-32a23 23 0 0 1 6.7-16.4A23.1 23.1 0 0 1 63 .6h2.9c.7 0 1.4.3 2 .8.6.6.8 1.3.8 2v5.9c0 .8-.2 1.5-.8 2-.6.6-1.3 1-2 1H63a11 11 0 0 0-8.1 3.3c-2.2 2.3-3.4 5-3.4 8.2v1.5c0 1.2.4 2.2 1.3 3 .8 1 1.8 1.4 3 1.4h10Z\" fill=\"url(#a)\"\/><defs><linearGradient id=\"a\" x1=\".2\" y1=\"32.6\" x2=\"74.5\" y2=\"32.6\" gradientUnits=\"userSpaceOnUse\"><stop stop-color=\"#45D6AD\"\/><stop offset=\".5\" stop-color=\"#5DB6E1\"\/><stop offset=\"1\" stop-color=\"#BC84CA\"\/><\/linearGradient><\/defs><\/svg>\n\t\t\t\t\t<p>Gamification is a deliberate effort to make a product or service more \u201csticky\u201d by using gaming psychology to ingrain desired behaviors.<\/p>\n\t\t\t\t<\/div>\n\t\t\t\t<small class=\"testimonial-block__footer\">\n\t\t\t\t\n\t\t\t\t\t<span class=\"testimonial-block__author\"><span class=\"author\">The Financial Brand<\/span> <\/span>\n\t\t\t\t<\/small>\n\t\t\t<\/blockquote>\n\t\t<\/section>\n<p>Statistics tell us that gamification as a business approach is entirely justified. It\u2019s no joke: gamification is a serious multi-billion-dollar business. While some companies are still thinking how to use gamification to engage the customer, the others have already tried on game mechanics such as quests, ratings, and levels to achieve various internal and external purposes. Just look at projections for the gamification market. The forecast is more than promising.<\/p>\n<p><b>Value of the gamification market worldwide in 2016 and 2021<\/b><br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16053\" src=\"https:\/\/intellias.com\/wp-content\/uploads\/2019\/05\/gamification-value.jpg\" alt=\"How to Use Gamification in Banking\" width=\"770\" height=\"450\" srcset=\"https:\/\/intellias.com\/wp-content\/uploads\/2019\/05\/gamification-value.jpg 770w, https:\/\/intellias.com\/wp-content\/uploads\/2019\/05\/gamification-value-300x175.jpg 300w, https:\/\/intellias.com\/wp-content\/uploads\/2019\/05\/gamification-value-768x450.jpg 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/p>\n<p><em>Statista \u2013 <a href=\"https:\/\/www.statista.com\/statistics\/608824\/gamification-market-value-worldwide\/\" target=\"_blank\" rel=\"noopener noreferrer\">Value of the gamification market worldwide in 2016 and 2021 (in billion U.S. dollars)<\/a><\/em><\/p>\n<p>Companies continue to invest in gamification approaches, as they believe them to be genuinely transformational. They use game techniques to:<\/p>\n<ul>\n<li>Engage customers<\/li>\n<li>Provide knowledge about specific business domains<\/li>\n<li>Increase customer loyalty<\/li>\n<li>Train employees<\/li>\n<li>Motivate employees<\/li>\n<li>Improve health and wellness<\/li>\n<li>Promote personal development<\/li>\n<li>Manage innovation<\/li>\n<\/ul>\n<p><b>Financial companies using gamification can outpace competitors<\/b><br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16055\" src=\"https:\/\/intellias.com\/wp-content\/uploads\/2019\/05\/gamification-companies.jpg\" alt=\"How to Use Gamification in Banking\" width=\"770\" height=\"450\" srcset=\"https:\/\/intellias.com\/wp-content\/uploads\/2019\/05\/gamification-companies.jpg 770w, https:\/\/intellias.com\/wp-content\/uploads\/2019\/05\/gamification-companies-300x175.jpg 300w, https:\/\/intellias.com\/wp-content\/uploads\/2019\/05\/gamification-companies-768x450.jpg 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/p>\n<p><em>Tokara Solutions \u2013 <a href=\"https:\/\/tokarasolutions.com\/2015\/05\/19\/playing-for-keeps-crm-gamification-encourages-user-adoption-increases-lead-conversion-and-speeds-sales-cycles\/\" target=\"_blank\" rel=\"noopener noreferrer\">Playing for Keeps: CRM Gamification Encourages User Adoption, Increases Lead Conversion, and Speeds Sales Cycles<\/a><\/em><\/p>\n<h2>Gamification for the banking industry: what\u2019s at stake?<\/h2>\n<p>There\u2019s a dispute as to whether banks can reap the benefits of gamification just like other enterprises have. We believe they can. Gamification examples in banking come from various spheres: marketing, sales, talent management, and innovation management.<\/p>\n<p>Furthermore, gamification of corporate banking services is no less successful than gamification of retail banking services. The same goes for traditional and digital banks: intense competition evens the odds. Banks leading the way in gamification are those, who use game design elements and principles carefully and systematically. This is because the size and assets of a bank aren\u2019t the key factors that attract customers and keep their attention. It\u2019s often about joy and rewards: two things people get while playing.<\/p>\n<div><a href=\"https:\/\/intellias.com\/voice-technology\/\" class=\"cta-wrap \">\n                    <div class=\"left-col\">\n                        <p class=\"cta-title\">Find out how banks use voice payment technology to bring innovation to the financial sector and attract tech-savvy new customers<\/p>\n                        <div class=\"cta-block__content\">\n                            <div class=\"description\"><\/div>\n                        <\/div>\n                    <\/div>\n                     <span class=\"btn-filled\">Read more<\/span>\n\t\t        <\/a><\/div>\n<h2>Stereotypes that can put the game to a stop<\/h2>\n<p>The biggest challenge faced by banks that apply gamification in their services is customer acceptance and awareness. People may feel cautious about games provided by banks; they don\u2019t want someone to play games with their savings. So banks must carefully decide which elements of the user experience will be gamified and keep data security and account privacy in mind.<\/p>\n<p>The next stereotype that taints the image of gamification in banking suggests that games are only for kids. That\u2019s certainly not true. Games accompany us throughout our lives, from backyard games to high school sports, chess, crossword puzzles, and the Olympics. By the way, social media is also a kind of game played by 2.77 billion people worldwide. Millennials are the favorite target audience of banks, and they\u2019re simply in love with everything digital. The typical representative of this group is a 31-year-old, so they\u2019re not kids anymore.<\/p>\n<h2>Practical examples of gamification in the banking industry<\/h2>\n<p>Let\u2019s have a look at real-life cases of gamification in the financial sector and the benefits they\u2019ve brought.<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16057\" src=\"https:\/\/intellias.com\/wp-content\/uploads\/2019\/05\/gamification-benefits.jpg\" alt=\"How to Use Gamification in Banking\" width=\"770\" height=\"450\" srcset=\"https:\/\/intellias.com\/wp-content\/uploads\/2019\/05\/gamification-benefits.jpg 770w, https:\/\/intellias.com\/wp-content\/uploads\/2019\/05\/gamification-benefits-300x175.jpg 300w, https:\/\/intellias.com\/wp-content\/uploads\/2019\/05\/gamification-benefits-768x450.jpg 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/p>\n<h3>Gamification as a useful acquisition strategy in banking<\/h3>\n<p>It costs banks a fortune to acquire a desired depositor or a trustworthy borrower. By using gamification in banking apps, a bank can target customers according to their specific needs. Games appeal to people\u2019s desire for fun, entertainment, simplicity, social interactions, rewards, and competition. Now banks are practicing game mechanics and experience design to motivate people to use credit cards and open deposit accounts.<\/p>\n<p><b>Here\u2019s an example<\/b>: <a href=\"https:\/\/cards.barclaycardus.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Barclaycard US<\/a>, in partnership with Mastercard, launched <a href=\"http:\/\/www.barclaycardring.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Barclays Ring<\/a>, a social credit card. By applying game design techniques to make card-related activities more engaging, they\u2019ve created a social community of cardholders. The main idea behind the project is \u201cto shape and share in the product\u2019s financial success.\u201d Community members are praised for sharing their suggestions and ideas for credit card features. Online and offline rewards, like badges for switching to paperless billing and charity contributions through Barclaycard\u2019s Giveback program, help to market the product as user-friendly and appeal to active and socially responsible users.<\/p>\n<h3>Gamification in banking is a successful method to attract depositors and help them reach their savings goals<\/h3>\n<p>Trust is the result of a long course of thoughtful actions. Understanding the financial needs of your audience and helping it reach goals is not as simple as it seems. But implementing gamification ideas in banking to increase deposits is one way to do that. And it\u2019s an especially good way taking into account the proliferation of smart devices, the mass popularity of gaming, and the hobbies of tech-savvy millennials.<\/p>\n<p>Speaking of millennials, this generation is interested in getting rewards for purchases and engaging with brands. On top of that, 40% of millennials say there should be games connected with loyalty programs.<\/p>\n<div><a href=\"https:\/\/intellias.com\/guide-to-mobile-wallets-apple-pay-google-pay-and-how-they-re-transforming-fintech\/\" class=\"cta-wrap \">\n                    <div class=\"left-col\">\n                        <p class=\"cta-title\">Learn more about mobile payment systems such as Apple Pay and Google Pay and how they\u2019re transforming FinTech<\/p>\n                        <div class=\"cta-block__content\">\n                            <div class=\"description\"><\/div>\n                        <\/div>\n                    <\/div>\n                     <span class=\"btn-filled\">Read more<\/span>\n\t\t        <\/a><\/div>\n<p>Here\u2019s an example: BBVA, the leading digital-focused Spanish bank, worked out a unified strategy to drive customer loyalty. As part of this strategy, they implemented gamification in digital banking. The company launched a BBVA Game \u2014 a web app with videos on how to make simple banking transactions, mobile banking app tutorials, and explanations of how to pay taxes online. By completing tasks, customers can earn points and redeem them either to download music and stream movies or to participate in various sweepstakes and giveaways.<\/p>\n<h3>Gamification for the banking industry means a better service experience, which translates into loyalty among target groups<\/h3>\n<p>Loyalty is as hard to win as trust. Gamification in banking to the rescue! When properly designed and implemented, gamification makes banking operations exciting and enjoyable. And that\u2019s where loyalty starts. When users play and win something (say, a higher deposit rate or a home appliance), they project a positive image onto the institution offering the reward. So the next time they need a loan or another type of service, that bank will be the first place they go.<\/p>\n<p>Banks and credit unions can also create immense value for consumers through gamified customer service. Using game principles, it\u2019s easy to help users see how much they can spend, show their spending patterns, and highlight how much they need to save to meet their financial goals. A satisfied customer, especially one that has won something, will boast and tell the success story to their friends and colleagues. Bingo! That\u2019s two in one: an advertisement and a loyal customer.<\/p>\n<p><b>Here\u2019s an example:<\/b> BBVA, the leading digital-focused Spanish bank, worked out a unified strategy to drive customer loyalty. As part of this strategy, they launched a <a href=\"https:\/\/www.bbva.es\/particulares\/index.jsp\" target=\"_blank\" rel=\"noopener noreferrer\">BBVA Game<\/a> \u2014 a web app with videos on how to make simple banking transactions, mobile banking app tutorials, and explanations of how to pay taxes online. By completing tasks, customers can earn points and redeem them either to download music and stream movies or to participate in various sweepstakes and giveaways.<\/p>\n<h3>Banks that apply gamification in their services can get priceless customer insights<\/h3>\n<p>Gamification of retail banking services can open a treasure trove of user information. A game requires actions, and actions leave digital traces. A professional approach to revealing and deciphering those traces lets banks study their customers better. It gives a real picture of the number of active users, their level of interest in banking services, how much money they\u2019re saving, and what goals they\u2019re pursuing. When people are entertained, they tend to be more generous with sharing personal data. Meanwhile, through social media and gamification features, banks can get a distinct identity, which helps in credit scoring.<\/p>\n<p><b>Here\u2019s an example:<\/b> The <a href=\"https:\/\/moven.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Moven<\/a> bank encourages users to try their gamified system called CRED. Marketed as a digital friend or colleague, CRED keeps an eye on how users pay bills, shift money, and so on to help with routine financial decisions. Moven, in turn, uses social intelligence as an important factor in forming credit scores.<\/p>\n<div><a href=\"https:\/\/intellias.com\/introduce-ai-and-chatbots-to-your-business\/\" class=\"cta-wrap \">\n                    <div class=\"left-col\">\n                        <p class=\"cta-title\">Learn about five benefits of chatbots for business in general and banking in particular<\/p>\n                        <div class=\"cta-block__content\">\n                            <div class=\"description\"><\/div>\n                        <\/div>\n                    <\/div>\n                     <span class=\"btn-filled\">Read more<\/span>\n\t\t        <\/a><\/div>\n<h3>Gamification of retail banking services can play a significant role in educating and motivating financially underprivileged customers<\/h3>\n<p>The importance of financial literacy is recognized in both private and state financial institutions. Governmental and non-governmental organizations invest in financial education programs for all categories of citizens. And for good reason: Consumers who are well-versed in banking matters are a sweet spot for banks and credit unions. They have a realistic approach to their finances, which translates into smart financial moves. This means more saving, rational retirement goals, and higher creditworthiness. Using financial literacy games, banking giants can reach younger consumers, forming desired behavior in the future.<\/p>\n<p><b>Here\u2019s an example:<\/b> <a href=\"https:\/\/www.payperks.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">PayPerks<\/a> is a web-based financial services company that offers a SaaS platform to improve the financial knowledge and well-being of low- and moderate-income users. They achieve this through a combination of visual education, gamification, and sweepstakes-based rewards.<\/p>\n<h2>The bottom line<\/h2>\n<p>Gamification apps in banking is a serious matter to consider. Business titans spend millions on gamification for a reason. They know that it isn\u2019t just about collecting badges or coins; it\u2019s also about precious analytical data, an expanded client base, and an attractive image.<\/p>\n<p>Certainly, it may be challenging to use gamification to grow your business. Banks that strive to apply gamification in their services need to make serious changes in corporate processes, structures, and operations. But to capture the full potential of digitalization in the banking industry, stakeholders have to play the game. And they had better do it the right way.<\/p>\n<hr \/>\n<p>At Intellias, we\u2019re following innovative approaches to banking. Contact our experts if you plan to add gamification to your business strategy. We\u2019re ready to help!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do you feel about gamification in banking apps? Usually, people are either skeptical about it or see it as a fresh approach to providing banking services. Gamification has already gained ground in many business domains, but the rigid world of banking may not be so eager to let it in. We\u2019ll explain how to [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":56354,"template":"","class_list":["post-16052","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-digital-banking","blog-category-financial-services-and-insurance"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v23.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Use Gamification in Banking - Intellias<\/title>\n<meta name=\"description\" content=\"Gamification in banking is a killer tool to broaden your client base, grab attention, and provide an amazing user experience\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/intellias.com\/how-to-use-gamification-in-banking\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Use Gamification in Banking\" \/>\n<meta property=\"og:description\" content=\"Gamification in banking is a killer tool to broaden your client base, grab attention, and provide an amazing user experience\" \/>\n<meta property=\"og:url\" content=\"https:\/\/intellias.com\/how-to-use-gamification-in-banking\/\" \/>\n<meta property=\"og:site_name\" content=\"Intellias\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-04T12:39:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/d17ocfn2f5o4rl.cloudfront.net\/wp-content\/uploads\/2022\/01\/BP-How-to-Use-Gamification-in-Banking.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/intellias.com\/wp-content\/uploads\/2022\/01\/BP-How-to-Use-Gamification-in-Banking.jpg\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/intellias.com\/how-to-use-gamification-in-banking\/\",\"url\":\"https:\/\/intellias.com\/how-to-use-gamification-in-banking\/\",\"name\":\"How to Use Gamification in Banking - 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