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Gamification: Are Banks Ready To Play?
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Jonathan_Camhi
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Jonathan_Camhi,
User Rank: Author
2/6/2013 | 10:10:22 PM
re: Gamification: Are Banks Ready To Play?
-Thanks Bernardo for the comment and I look forward to talking with you again about the progress you are making with BBVA Game.

Best,
Jonathan
AnthODonnell
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AnthODonnell,
User Rank: Apprentice
2/6/2013 | 8:42:36 PM
re: Gamification: Are Banks Ready To Play?
Excellent illustration of customer engagement through gamification. I'm left wondering how insurers could adapt principles discovered here for things such as home inventory and loss control awareness, as well as health related activities, nutrition etc. Nate Golia has reported on State Farm creating a smart phone-based tool for policyholders to rate their driving safety. Must be all sorts of possibilities. Bernardo, gracias por tus comentarios y felicitaciones por el +xito de la iniciativa. Muy interestante e inspirada.
KBurger
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KBurger,
User Rank: Author
2/6/2013 | 6:58:55 PM
re: Gamification: Are Banks Ready To Play?
Thank you for the follow up and so much detail. It's a really interesting initiative. Hopefully it is producing the kind of results BBVA was hoping for.
Nathan Golia
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Nathan Golia,
User Rank: Author
2/6/2013 | 6:15:51 PM
re: Gamification: Are Banks Ready To Play?
-Great stuff, Bernardo, thanks for sharing.
b_crespo
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b_crespo,
User Rank: Apprentice
2/5/2013 | 11:07:59 PM
re: Gamification: Are Banks Ready To Play?
It's exactly as Jonathan said.

The idea and the concept of challenges and rewards were internal.
There's a multi-skilled team comprised of Marketing and Innovation team members leading the project. A short team, really. Four BBVA people. No vendor or game developer. Our UX department with 3rd party help (redbility.com) drop the first set of wireframes, a web developer (medianet.es) under the instructions of our Innovation department and a creative agency (entropy.es) following the marketing tactics.
From that moment on, we've created a customer driven platform. Customers chose new challenges and rewards. We just track game user behavior using web analytics + listen to customer feedback to keep improving the game.
Simple and effective. And most important, really enjoyable for all the people taking part in the process of launching and running BBVA game.

Pleasure,
Bernardo Crespo.
Jonathan_Camhi
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Jonathan_Camhi,
User Rank: Author
2/5/2013 | 10:05:40 PM
re: Gamification: Are Banks Ready To Play?
-They worked with some game design and web design agencies to create the look and feel of the game, but the content of the game - the challenges, rewards, etc. - were created by BBVA's people.- In BBVA's case it was a combination of their digital marketing, global innovation, and customer experience teams working together, but each gaming initiative is going to be different depending on how it is deployed (through the online channel, mobile, Facebook app, etc.)
KBurger
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KBurger,
User Rank: Author
2/5/2013 | 6:56:09 PM
re: Gamification: Are Banks Ready To Play?
Very interesting. Did BBVA develop/create the game itself (using internal staff), or did they partner with some kind of 3rd party (game developer, vendor or whatever)? Do banks pursuing gamification typically leverage their online/mobile and social media staffs to create these offerings, or does it require a completely different set of skills/capabilities? That might be another barrier that US-based banks are facing.


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