Gamification in mobile applications for banking services in Spain
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Abstract
This study is based on identifying the incorporation of game elements in mobile applications of the Spanish financial sector, specifically a sample of 38 applications belonging to mobile banking, which come from the AppStore stores operating system iOS and Google Play operating system Android, excluding all those that do not belong to a banking entity such as PayPal, FinTonic, Mapfre, Plus500, Trading 212 Forex & Stocks, Carrefour Mobile Pass, and the taxonomy of game elements from Raftopoulos, Walz and Greuter (2015) organized in purpose, audience, technological strategy, play experience and game mechanics. The results demonstrate that the purposes of such applications are to foster customer loyalty by presenting operational solutions and portfolio synchronizations. The audience is oriented to an age profile between 26 and 35 years, while the technology strategy responds primarily to the adoption of security and privacy systems. In addition, the ludic experience is gradually adopted by the mobile communication of banking entities, especially in socialization, personalized configuration of the central panel. Finally, the mechanics most used are the collection of rewards and application of mechanics of progression.
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