Gamification in banking: How banks are embracing game-changing marketing

From attracting new customers through interactive campaigns to creating enjoyable in-branch experiences, gamification in banking is revolutionizing the way banks connect with their customers

In the ever-evolving landscape of banking, the importance of playable marketing cannot be overstated. In an era where traditional banks still risk losing momentum to the seemingly more innovative digital-first and customer-centric alternatives, embracing gamification in banking is an impactful strategy. Banks that fail to adapt may find themselves struggling to connect with their audience, especially younger generations that crave interactive, engaging, and approachable customer experiences. 

The emergence of digital-only banks like Lunar in Denmark, or Monzo in the UK, exemplifies this transformative wave. These banks have redefined the banking experience, proving that being approachable, down-to-earth, and even fun does not compromise professionalism. In fact, it enhances it.

Gamification in banking, the main concern…

Can you dive into marketing gamification, while still keeping your trustworthy image? The answer is yes!

Take, for instance, Lunar’s collaboration with Hollywood icon Will Ferrell. In an audacious ad campaign, Ferrell transformed into the eccentric ‘Will Power,’ a worldwide happiness guru with big advice and even bigger hands. This comedic campaign not only showcases Lunar’s innovative spirit but also illustrates how traditional banking norms can be playfully challenged. Lunar’s approach mirrors the changing expectations of consumers, who increasingly seek engaging and enjoyable interactions with their financial institutions. By using creativity and humor, Lunar has captured the essence of modern banking—a realm where professionalism coexists harmoniously with approachability and fun.

As Lunar’s bold campaign demonstrates, banking can be both trustworthy and fun, ushering in a new era where financial interactions are not just transactions but delightful engagements that leave a lasting impression.

5 ways to use gamification in banking – with real examples

Don’t worry, you don’t have to be as bold as Lunar to make a difference for your customers, what you need is gamification! Below, you will find examples of marketing gamification in banking and ideas to inspire you that don’t require a hefty ad budget or a collaboration with a high-profile Hollywood star.

1. Using gamification in banking to get new customers

Engaging seasonal and partnership campaigns, infused with gamified elements, create interactive experiences that not only attract participants but also gather essential marketing permissions. These campaigns serve as effective tools to establish direct communication channels with potential customers, fostering personalized interactions. Incorporating gamification into advertising efforts significantly enhances ad click-through rates by 56%, ensuring your bank’s messages capture attention and prompt active engagement. On social media platforms, gamified content sets your bank apart, increasing user engagement and reinforcing your brand’s appeal amidst the competitive digital landscape. 

In essence, gamification in banking can emerge as a dynamic strategy that not only promotes your bank but also actively draws in new customers, reshaping the way financial institutions connect with new potential customers.

2. Using gamification in banking to offer a better customer experience 

Transforming obligatory tasks into enjoyable experiences lies at the core of gamification’s power in banking. By infusing elements of play into mundane activities, banks can create interactive and enjoyable encounters for their customers, fostering a sense of excitement and engagement. 

For instance, imagine a scenario where customers are rewarded with a chance to spin a virtual wheel of fortune every time they transfer funds from their regular account to their savings. This interactive experience not only adds an element of excitement to the routine task but also offers the possibility of winning enticing prizes or receiving matching contributions from the bank, further incentivizing responsible financial behavior.

Another example would be queuing systems that can be streamlined with gamified experiences, reducing boring wait times and elevating customer satisfaction. QR codes strategically placed within bank premises, where people are generally queuing, can lead customers to enjoyable mini-games, while simultaneously creating awareness about new products and services.

In-app games represent another avenue to enhance customer engagement. Banks can develop interactive games within their mobile apps, offering clients an enjoyable and educational experience. These games can range from financial simulations to investment challenges, allowing clients to learn about banking products and services in a playable manner.

Jyske Bank’s example

Jyske Bank is one of Denmark’s leading financial institutions. 

Campaign highlights:

  • Goal of the campaign: Improve customer experiences, especially for families, during bank visits.
  • Type of game: Interactive kid-friendly gaming hub, featuring games such as puzzles and matching games.
  • Campaign description: Jyske Bank introduces engaging games tailored for children, creating a family-friendly atmosphere during bank visits. The initiative aims to reduce parental stress associated with visiting the bank with their children.
Jyske Bank example of gamification in banking

3. Using gamification in banking to engage your customers 

Banks are challenged to extend their presence beyond the confines of the traditional branches. To truly engage with their audience, they must step into where their customers live, work, and play- such as local sports events, festive holiday gatherings, or charitable occasions, banks can captivate their potential customers in a less formal and more enjoyable environment. Implementing gamified elements during these interactions creates a bond between the bank and its customers that extends beyond the transactional relationship, making banking synonymous with positive experiences.

Additionally, the creation of seasonal games, customized for events like Christmas and Easter, adds an extra layer of engagement. These tailored games offer customers the chance to win exclusive prizes, discounts, or even charitable donations made in their name, fostering a festive atmosphere. In doing so, banks not only entertain but also show their commitment to customer satisfaction, thereby reinforcing customer loyalty and creating a lasting impression of a bank that genuinely cares about its clientele.

4. Using gamification for banks to educate customers

Gamification can serve as a powerful tool to educate customers about financial products and services, particularly in areas where information can be complex or overwhelming. One effective approach is through interactive quizzes, polls, and personality tests designed to assess a customer’s financial knowledge and preferences. For example, consider a personality test titled “Which saving account makes the most sense for you?” offered by a bank.

Incorporating gamified educational experiences not only equips customers with essential financial knowledge but also fosters a sense of empowerment and confidence in their decision-making. By offering interactive and playable educational experiences, banks can bridge the knowledge gap, empower customers to make better and informed financial choices, and ultimately contribute to improving financial literacy within the community.

Danske Bank’s example

Danske Bank is Denmark’s largest financial institution. 

Campaign highlights:

  • Goal of the campaign: Engage the audience in a low-interest, high-complexity banking topic and transform traditional content into an interactive customer experience.
  • Type of game: Interactive mini-guide in the form of a quiz about how to apply for public subsidy to make energy improvements at home. 
  • Campaign description: Danske Bank wanted to inform and guide homeowners about the opportunity to apply for a public subsidy available for those who wanted to carry out certain types of energy improvements. They want to move away from the classic read-only content. 
  • Incentives to participate: Participants benefited from an engaging learning experience that simplified the complex banking process of applying for public subsidy to make energy improvements in their home, making it more accessible and interesting.
  • CTA: Participants were encouraging to visit other external pages to learn more about the topic and apply.

Campaign results:

  • 25,576 people took the quiz within 1 month (the goal was 10K)
  • 38,5% conversion rate at the end of the guide (Benchmark is 2-3%)

Our time has been rewarded ten-fold in terms of the results we’ve been getting.

– Peder Thomsen, Marketing Consultant at Danske Bank

5. Using gamification in banking to collect customer data (and ultimately personalize your marketing) 

Understanding the diverse financial needs, knowledge levels, and intentions of individual customers is key for banks aiming to provide tailored and effective services. Recognizing their audience can vary widely —from those struggling to make ends meet to seasoned investors planning for retirement—banks must move beyond generic, one-size-fits-all approaches. Sending identical newsletters to such diverse customers is ineffective and fails to engage clients meaningfully.

This can also be solved by using gamified educational initiatives, such as personality tests and quizzes. As previously mentioned, using these experiences, banks can simultaneously educate their clients while gathering valuable insights. For example, interactive experiences like quizzes not only enhance clients’ financial literacy but also reveal specific information about their knowledge of the banking services provided by your bank. Armed with this detailed understanding, banks can design targeted marketing campaigns, personalized educational content, and product offerings that resonate with each client segment.

Arbejdernes Landsbank’s example

Arbejdernes Landsbank is another prominent Danish bank. 

Campaign highlights:

  • Goal of the campaign: Assist potential homebuyers in their home-buying journey by providing personalized insights and guidance.
  • Type of game: Always-on personality test – “Are you ready to buy a house?”
  • Campaign description: Prospective homebuyers answered questions about property & loan preferences, current financial situation, desired location, and budget to receive personalized insights into their readiness to buy a house.
  • Incentives to participate: Participants gained valuable guidance on the home-buying readiness, and the personalized insights served as a practical tool for assessing their preparedness.
  • CTA: Participants were invited to learn more, leading them to a dedicated page where they could book a meeting with a counselor.
Arbejdernes landsbank image.
Landsbank boligtype game.
Arbejdernes landsbank gamification in banking image.

Ready to start playable marketing in banking? 

The possibilities with gamification in banking are limitless. From attracting new clients and engaging existing ones to enhancing customer experience and collecting valuable data, gamification is reshaping the way financial institutions interact with their audience. To succeed, creating various playable experiences across your customer journey is key. That’s why using a gamification platform such as Playable, where you can build as many campaigns as you want, no coding or magical technical skills needed, is a necessity. 

Ready to transform your banking experience? Book a demo with Playable today and join the many other banks that have already taken this significant step forward.