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Exploring the Possibilities of Artificial Intelligence and Big Data Techniques to Enhance Gamified Financial Services

Exploring the Possibilities of Artificial Intelligence and Big Data Techniques to Enhance Gamified Financial Services
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Author(s): María A. Pérez-Juárez (University of Valladolid, Spain), Javier M. Aguiar-Pérez (University of Valladolid, Spain), Miguel Alonso-Felipe (University of Valladolid, Spain), Javier Del-Pozo-Velázquez (University of Valladolid, Spain), Saúl Rozada-Raneros (University of Valladolid, Spain) and Mikel Barrio-Conde (University of Valladolid, Spain)
Copyright: 2022
Pages: 18
Source title: Next-Generation Applications and Implementations of Gamification Systems
Source Author(s)/Editor(s): Filipe Portela (University of Minho, Portugal) and Ricardo Queirós (ESMAD, Polytechnic Institute of Porto, Portugal)
DOI: 10.4018/978-1-7998-8089-9.ch010



A lot of millennials have been educated in gamified schools where they played Kahoot several times per week, and where applications like Classcraft made them feel like the protagonists of a videogame in which they had to accumulate points to be able to level up. All those that were educated in a gamified environment feel it is natural and logical that gamification is used in all areas. For this reason, gamification is increasingly becoming important in different fields including financial services, bringing new challenges. Gamification allows financial institutions to provide personalized and compelling experiences. Big data and artificial intelligence techniques are called to play an essential role in the gamification of financial services. This chapter aims to explore the possibilities of using artificial intelligence and big data techniques to support gamified financial services which are essential for digital natives but also increasingly important for digital immigrants.

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