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How the banking sector uses interactive content and gamification

The banking sector provides a clear example of how digital interactive content can be used to entertain and gain customers. Banks innovate, both in terms of product design and interaction with customers.

Because of technology and how fast it evolves, change has become a constant. And banking entities are no exception. So they’re looking for new ways to interact with their customers, a challenge for which social media and gamification have proved fundamental.

Games are fun and very appealing to users. Banks use interactions, games and contests to showcase new products and services on their website or on social media. As examples, we may cite European banks such as BNP Paribas, ING and Groupama. They make use of interactive content such as quizzes, which allow them to educate and test the knowledge of their clients. E.g. Why it is necessary to create complicated, secure passwords for their mobile banking app. Such actions also mean that banks can approach and engage their audience in a better, more original way.

A look at what’s being done in Spain

BBVA was the first Spanish bank to build on gamification. Back in 2012, the bank created a game in which clients could be protagonists of an adventure and win a series of badges. The BBVA Game allowed players to accumulate points and redeem prizes. The goal was to get the clients to have a better knowledge of the services offered by BBVA.

In line with this strategy, BBVA also started using social media to engage their audiences. The bank created a game on its Facebook page, the JubiGame, that focuses on their savings plans. The goal for participants is to make it to retirement with enough money to be able to maintain their standard of living. With that aim in mind, they have to try and manage their retirement savings. This game allowed BBVA to engage with their customers and inform them on the characteristics of their savings plans in a non-intrusive way, all while entertaining them.

Because these actions allowed the bank to improve its interaction with clients, other financial entities decided to follow the movement.

Banco Santander also committed to interactive content. Last year, the bank launched Güin Güin, a game designed for their employees to practice dealing with various customers. Santander also developed a mobile app, the World 123 Mini App, which aims at teaching kids the value of things. Through a system of challenges and rewards, youngsters can have fun and learn about simple economic concepts and budget management. When they meet a challenge, they can win a prize of a few euros, which are deposited into a bank account.

Banking-123-Mini

Last but not least, we may also cite ING. The bank chose to create a photo contest on their Facebook page. They did so in collaboration with Unicef. People could access the contest with a unique code provided by the bank.

Gamification allows brands to market with fun, which means they can transmit information and improve their image in a playful manner. As all of the examples above have shown, this type of interactive content can help banks engage with their clients and stand out in the crowd. Are you ready to play?


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Patrick brings over 15 years of sales and marketing experience in publishing and eCommerce technologies. He was involved in multiple start-ups and besides expanding Qualifio's Spanish activities, he currently cooperates with companies on the digital advertising scene.
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