Gartner Research

Gamification Is Not Just for Fun; It Can Personalize Customer Engagement With Bank Products and Services

Published: 03 December 2012

ID: G00239577

Analyst(s): Stessa Cohen


Gartner identifies four ways senior retail delivery bankers can use gamification. Particular focus should be placed on personal financial management, which should increase customer engagement.

Table Of Contents


  • "Gamification" Defined
  • How Banks Are Using Gamification
  • Creating a Strategy for Leveraging Gamification
    • Self-Service Integration
    • PFM Capabilities and Tool Integration
  • Steps to Incorporating Gamification
  • Four Ways to Use Gamification
    • Increasing Corporate Goodwill
    • Engaging Customers With the Bank's Social Presences
    • Educating Customers About Financial Literacy
    • Promoting Specific Products and Services

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