Category Archives: Enterprise Gamification

Case Studies-Gamification

PNC Punch the Pig – A simple but no less significant example of gamification from PNC Bank. When someone is banking online, they just “punch” the piggy bank whenever it pops up and money — in an amount of the user’s choosing — will transfer from their Spend account to their Growth account. (For smartphone users, the “punch” is actually a “shake”.) Users decide how often the pig pops up, or for more spontaneous types, PNC will surprise users by throwing it out there at random moments.
Prized-Linked Savings – savings lotteries with raffle-style “Save to Win” promotions where people can win cash prizes in exchange for their deposits.
Foursquare Check-Ins – some financial institutions like DBS Bank in Asia and Dupaco Credit Union in the U.S. have experimented with GPS-based social media platforms such as Foursquare. Both rewarded people for making frequent branch visits by tracking check-ins.
BankFusion – Misys is experimenting with incorporating a financial education game into the core DP system it sells to retail financial institutions.
BBVA Game – a Facebook app allowing customers to earn points

by using BBVA’s transactional banking site. Those points can be

redeemed for products and services (direct-download music and

streaming of online movies) or applied to sweepstakes. BBVA

Game had attracted over 37,000 players vying for 28 prizes

(iPad, Samsung Galaxy, concert tickets, etc.).

CIMB YOUth – another Facebook-based app, this one for CIMB, a Malaysian bank. It involves a rather complex scheme of credits called “FUNds” issued for getting accounts and promoting the bank. You can read more about CIMB YOUth detail over at Visible Banking. – Players perform financial activities that win them credits that can be used to play for big money prizes. To earn those credits, players can pay a credit card bill, deposit money into their savings account, watch a sponsored video about personal finance, etc.

Commonwealth Bank in Australia

•Their apps are named Coinland  and Investorville . While Coinland is aiming to raise financial literacy of children, Investorville is aimed at adults. This online simulator let players try their hand at property investing without risking your their equity. By choosing an investor-profile (first time investor, more experienced), players learn about investment strategies, rental returns, and interest rates. Working with the company RP Data that maintains residential property information, the bank took a snapshot of every suburb in the Australian housing market and worked with economists to create financial models of the market.
•The site had 56,600 visitors, 13,660 registrants and 34 home loan applications in the first six weeks .According to a report from Investor Daily in September 2012, the project costs for Investor Ville were around 400,000 Australian Dollars and the game generated about 600 loans.


Smartypig allows you set savings goals and schedule contributions from your checking or savings account. The website also allows you to have friends and family see not only your progress, but also contribute to your savings goals. Once you reached your goal, you can withdraw the money on gift cards like the ones from Macy’s, iTunes or Amazon-card. If you do this, Smartypig adds what they call a cash boost, which mean a certain percentage of an additional amount (all Smartypig savings accounts are held by West Bank and insured by the FDIC.)

Bobber Interactive

•The GoalCard is a Facebook-app that helps set savings goals, gives cash rewards for saving, and lets users share their progress with their social network. By connecting it to a debit account, purchases with the debit card are monitored by the GoalCard and provide “PowerUps“ – cash rewards – depending on the product category.
The application is aimed at Generation Y users, who want to learn financial skills in a playful way through the usage of game language.

Novel Opportunities for you

•Gamify Community Network to recognize individual participation in the community and increase external community engagement and use.
•Apply gamification effectively to solve a specific known problem, eg: Power Saving.
•Increase knowledge exchange among teams spread across the continents, eg: a common forum for all Branch Managers across the globe
•Improve quantity of User feedback on new products.
•Use game mechanics to familiarise the user to important concepts, as a hidden pitch eg: Use a Simulated Real Estate Management Game and use it as a platform for applying for loan applications.
•Increasing employee performance by leveraging game mechanics ward Account Holders to save using a simple game mechanic.
•Physical installations at locations where customer-interaction occurs, piquing their curiosity and building loyalty.

Business processes strengthened using a gamification strategy

For employee engagement
•Sales productivity
•Performance and learning
•Participation / collaboration
•Increase usage of technology
•Product input and feedback
For customer engagement
•Participation and community management
•Increasing engagement
•Product input and feedback
•Lead generation

Gamification: Financial industry

For most consumers, it is an insufferably dull and boring chore. There’s nothing fun about it.
•Gamification can help make banking activities more exciting, more interesting and more enjoyable, which in turn increases consumer engagement and satisfaction.

“Gaming is productive.”

“It produces positive emotion, strong social relationships, a sense of accomplishment, and for players who are a part of a game community, a chance to build a shared sense of purpose.”

Gamification Guidelines

 When applying gamification within the enterprise:

 •Strive for collaboration.

•Define your transformation objectives, metrics and desired outcomes.
•Understand what works in a particular culture.
•Plan for iterations and “upping the game” to avoid fatigue, foster continued engagement and promote continuous improvement.