Everybody wants a share of your time. All your suppliers fight for your loyalty. So do banks, that not only want you loyal, but would also want you to self service yourself and promote their business. Gamification is how they could achieve all of these.
2. PEOPLE LIKE TO PLAY AND
HAVE FUN
The True Nature of People
3. THE TRUE DIMENSION OF THE
PHENOMENON
Games industry: $66 billion
worldwide (DFC 2011)
Online sales to surpass retail in
2013
Virtual goods: $7.3 billion
globally (In-Stat 2010),
44% of US/UK adults have played
a mobile game in the last month
PopCap/Information Solutions)
97% of kids 12-17 play
videogames
The average game player is 30
years old
37% are older than 35
47% percent of all game players
are women
4. PEOPLE ARE
SUPERHEROES IN THE
VIRTUAL SPACE
What if people would
spend the same energy in
solving real life
challenges?
6. GAMIFICATION
Prof. Kevin Werbach
Wharton University of
Pennsylvania, USA
Gamification Expert
Author of “For the Win”
7. WHAT USE FOR GAMIFICATION?
• External
– Marketing
– Sales
– Customer engagement
• Internal
– HR
– Productivity enhancement
– Crowdsourcing
• Behavior change
– Health and wellness
– Sustainability
– Personal finance
8. THE PURPOSE IS TO
CHANGE HABITS AND
CREATE BEHAVIORS
What Gamification is about
9. WHY USE GAMIFICATION?
Because it works
Because we need it
Because fits with human
behavior
10. GAMIFICATION TODAY
Leading banks worldwide
engage in gamification:
Bank of America
City Singapore
ODBC Bank of Singapore –
Playmoolah
CIMB Malaysia Youth Savers
Absa Bank League of Champions
Facebook Game
Commonwealth Bank of Australia
Investorville
All major brands invest in
gamification: Coca Cola, Nike,
Puma, Microsoft, Google, The
Economist, etc.
12. IMAGINE THAT…
Your customers would keep their
contact details up to date for the
bank;
Would offer you valuable
marketing information for free:
Spending and investment plans
Likes & dislikes
Demographic details
Your customers would invest
time to financially educate
themselves
Your customers would favor
self-service
13. IMAGINE THAT…
Your customers would
recommend the bank to their
peers and family
Your customers would actually
pay attention to your marketing
campaigns
Your customers would use social
media to spread your marketing
messages
Your customers would sell for
you
15. 6 STEPS TO SUCCESS
Obiectives
Target
behaviors
Players Dynamics Fun Tools
16. SERVICES
1. Gamification concepts aligned
with customer’s business
objectives
2. Development of gamified
software applications
3. Consulting services
Citi Singapore has been using a social media game to increase use of its Citibank Clear Platinum Card and build a social media community among its card holders. Customers earn points by checking in to the Facebook game and by using their card. Points earned from check-ins and card usage are posted on the site so players can compete with each other to earn prizes with their points.
Playmoolah is an online game designed for children to teach them financial literacy and the value of saving. Another Singapore bank, OCBC Bank, has partnered with Playmoolah to offer those who participate in the bank's Mighty Savers children's program to play the game and donate to charities. Children can earn badges and rewards for how much they save and donate.
CIMB Malaysia has also tried to attract younger customers by using games to teach financial literacy to youth. The bank has developed a number of online games to designed to engage children including a fake online stock exchange and CIMB Youth Savers, a financial literacy tool for children. Cohen notes in the Gartner study that children are a particularly important demographic for the Malaysian bank because 28% of the country's population is 15 years old or younger. The game's players earn points for reading articles about financial literacy for youth and can play out different life scenarios on a Facebook app, called Fast Forward, to see how specific life events will impact their finances.
Absa Bank, the largest retail bank in South Africa, is one of the many banks around the world that sponsors a sports franchise. In Absa's case that franchise is the popular Springboks rugby team. But while many banks are engaged with sports sponsorships Absa has turned its link to the team to help engage its customers through a gaming initiative on Facebook. Customers can join a Facebook community hosted by the bank and predict the outcomes of Springboks matches to win tickets to matches and other prizes.
Commonwealth Bank of Australia's Investorville simulates the ins and outs of owning a property. The game allows the bank's customers to simulate buying and owning a property. "It takes you through the life cycle of an investment property. You have to go through renovations and it can explain to first-time home buyers the consequences of their financial decisions," Gartner's Cohen says of the game. Players have to pay property taxes and go through different simulations on the impact of different types of mortgages and loans for their new hypothetical property.