Gamification in Banking and Finance: massive increase in revenue
Caixa Econômica Federal, the largest public bank in Latin America, had a historic net profit record of around US$1.5 Billion. The bank wanted to increase this number to around US$1.8 Billion, but achieving a 12% increase is not easy in a mature market like banking and finance.
In the case of Caixa Bank’s project Tamo Junto 9Bi+ (Together we reach 9Bi+), a fully engaging user journey was crafted, fielding a wide range of carefully selected Octalysis game techniques. The whole experience was rolled in record time across multiple departments of teh bank by our Octalysis partner Funifier.
While being active in the gamified experience, employees would achieve personal targets in their own way, hence increasing a feeling of agency (Core Drive 3: Empowerment of Creativity and Feedback) and public recognition (Core Drive 5: Social Influence and Relatedness).
There were many prizes that could be won as well (Core Drive 4: Ownership and Possession), such as TV sets, headphones, Coffee Machines, and all sorts of technological gadgets and appliances.
Finally, the profit goal was broken down into goals by each department; subdivided into team goals, all the way down to the individual level to help increase the chances of success using the employees’ professional motivation (Core Drive 2: Development and Accomplishment).
Results
Employee engagement 92%
113% increase in net recurring income
#1 rank achieved by Caixa in the list of Brazilian banks.
