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“Insert Coin and Press Start to Prosper”: A Behavioral Dimension on How Banks' Gamified Experience Is Scoring Customer Engagement
Abstract
This research explores how gamification—the application of game design elements in non-game contexts—can revolutionize banking customer experiences while addressing persistent challenges in engagement, financial literacy and digital adoption. The authors investigate the psychological mechanisms influencing financial behaviors through qualitative analysis of gamification implementations across ten global banking institutions. Drawing on Self-Determination Theory and behavioral economics principles, the authors analyze how points, badges, leaderboards and personalized challenges transform daily financial tasks into engaging narratives that satisfy fundamental psychological needs for autonomy, competence and relatedness. The research identifies key implementation considerations, adaptation requirements and ethical implications. The authors contribute to the literature by developing an implementation roadmap, starting from multiple case studies, to provide actionable insights for designing gamified systems that are ethically sound, culturally responsive and psychologically sustainable, within the banking organizational systems. The evidence shows a widespread application of game-based approaches in the sector, highlighting a rapidly growing phenomenon to monitor for the future.
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