What are the best examples of banks using gamification techniques?

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Gamification is a terrible term, but nevertheless offers some powerful techniques to influence consumer financial decision making. Who’s doing this, and who’s doing it well?

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Posted by dlatimore (Questions: 1, Answers: 1)
Asked on June 27, 2016 10:06 am
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It may not be new, but I’d argue the most significant is the PFM 2.0 we’re seeing with MX, Level Money/Capital One, Moven, among others. The instant feedback, autopopulation of categories, visual representation of balances qualify. Also the new stocktrading apps where customers can compare with peers are also noteworthy. The very best example, in commerce, not banking, may be Levelup and the Starbucks app. I admit I buy a bit more Gregory’s coffee than is good for me when I approach that free cup!

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Posted by Philip Ryan (Questions: 4, Answers: 3)
Answered on June 27, 2016 10:28 am
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I remember a successful checking account conversion campaign from Extraco Bank in TX a couple years back. They got a large portion of customers to play their game and for conversion to a rewards product. They did this as a better way to announce he demise of free heckling. Not sure if this was the article I originally read or not but you’ll get the gist: http://www.americanbanker.com/magazine/122_5/retail-banks-approach-communicating-customers-1048423-1.html While I wouldn’t classify what we’re doing with http://www.hip.money as straight up gamification, we are using fun GIFs as rewards for savings and to reinforce a user’s best habits. Finally, I remember a bank in western CT that I once presented to and one of their IT people developed a quick little game involving arranging balls with 1, 2, 3 on them to score points. It was simple but super addictive. They had customers competing to her high scores. Like 20kbsessions in just a couple weeks. It was in support of their switching is easy as 1,2,3 campaign.
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Posted by Mark Zmarzly
Answered on June 29, 2016 11:26 am
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There is a great gamified sales platform being used in banking sector. Through the gamification of sales platforms sales teams are able to; – instantly track their performance – enjoy working through a user friendly interface – express themselves through socializing – earn points and redeem them towards rewards – initiate a duel or a challenge by themselves or in teams including many other features. You can find out more about it on http://www.enterprise-gamification.com/index.php?option=com_content&view=article&id=275:when-bankers-are-engaged-everyone-wins&catid=10&Itemid=16&lang=en
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Posted by HIPPO
Answered on June 30, 2016 10:38 am
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There is much more of what I would call “subtle” gamification than we realize. Even such elements as a completion bar on a form create a slight gamification dynamic: as in, “Can I, as the user, finish this?” That’s gamification to me. Conventionally, we think of gamification as, well, game-like, as in, “Did I win?” or “What do I get?” But my feeling is that that is a limited view of gamification. Anytime a goal comes into play, gamification is present. And that means we are seeing much more gamification in our everyday financial lives than we might have previously thought.

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Posted by JJ Hornblass (Questions: 10, Answers: 4)
Answered on June 28, 2016 9:52 am
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To complement Philip Ryan, Moven has introduced Impulse Savings 1 year ago with some interesting features :
– ‘lock away savings’: when you’re below your average spending, you are invited to save money (with wearable experience also: https://youtu.be/Uxokt6fHykg)
– Wisual wish lists which are linked to the users Pinterest board
– ‘Break the glass’, as you’d break your piggy bank, to spend your savings
More details here: http://thefinancialbrand.com/51794/moven-contextual-mobile-savings-lending-app/

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Posted by Raphael D'Ostuni (Questions: 1, Answers: 1)
Answered on June 30, 2016 5:25 am
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Thanks to all of those who’ve posted answers — great examples and insights!

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Posted by dlatimore (Questions: 1, Answers: 1)
Answered on July 11, 2016 7:28 am
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