30 September 2016
Find out more

BBVA ups its Game with Foursquare check-ins; Gartner plays down gamification hype

28 November 2012  |  8110 views  |  0 branch banking

Spanish bank BBVA is to use social networking site Foursquare to enable online interaction across its physical branch network and encourage more customers to participate in its gamification efforts through the BBVA Game portfolio.

The bank has spent the past three months testing the use of Foursqatre as a mechanism for gaining feedback on branch traffic flows and customer opinions. The online check-in service is now being extended across Spain and to all the countreis in which the bank operates.

In a statement, the bank says: "This innovative service is enabling BBVA to obtain first-hand knowledge of any problems customers may have in each zone as well as giving BBVA the ability to to...offer products and offers that combine the real and virtual worlds."

BBVA's presence in Foursquare is also tied to BBVA Game, the bank's loyaltty project that uses gamification techniques to encourage more interaction with customers.

BBVA Game is run through a microsite that presents customers with six challenges divided into milestones, which they must achieve to obtain medals and points that can be exchanged for direct prizes or entries to prize draws such as iPads, smartphones, and tickets to events.

With Foursquare, BBVA will incorporate a new way of earning points by offering customers a 1500 point bonus when they "check-in" at BBVA branches.

Gamification is currently being driven by novelty and hype. Gartner predicts that by 2014, 80% of current gamified applications will fail to meet business objectives primarily because of poor design.

"The challenge facing project managers and sponsors responsible for gamification initiatives is the lack of game design talent to apply to gamification projects," says Brian Burke, research vice president at Gartner. "Poor game design is one of the key failings of many gamified applications today."

It is still early days, but BBVA appears to be avoiding the pitfalls by using the gaming platform as a means to fester greater collaboration and crowdsourcing of its customer base and tieing the mechanics of point scores to meaningful rewards. Within two months of its launch in the summer, the BBVA Game app on Facebook attracted 37,000 users, lured by the rewards on offer.
KeywordsSOCIAL MEDIA

Comments: (0)

Comment on this story (membership required)

Finextra news in your inbox

For Finextra's free daily newsletter, breaking news flashes and weekly jobs board: sign up now

Related stories

PlayMoolah and Gust triumph in Innotribe challenge

PlayMoolah and Gust triumph in Innotribe challenge

01 November 2012  |  7047 views  |  0 comments | 2 tweets | 1 linkedin
Visa signs BBVA to V.me wallet

Visa signs BBVA to V.me wallet

25 October 2012  |  13761 views  |  0 comments | 11 tweets | 6 linkedin
BBVA launches banking innovation iPad mag

BBVA launches banking innovation iPad mag

25 September 2012  |  8043 views  |  0 comments
BBVA banks on Google cloud

BBVA banks on Google cloud

11 January 2012  |  11426 views  |  0 comments
BBVA rolls out futuristic ATMs

BBVA rolls out futuristic ATMs

12 January 2011  |  15913 views  |  1 comments

Related company news

 

Related blogs

Create a blog about this story (membership required)
Find out moreFind out moreVisit colt.net

Top topics

Most viewed Most shared
RBS tests demonstrate ability of Ethereum to support a national domestic payments systemRBS tests demonstrate ability of Ethereum...
14613 views comments | 56 tweets | 48 linkedin
Ripple rudely gatecrashes Sibos partyRipple rudely gatecrashes Sibos party
10221 views comments | 32 tweets | 30 linkedin
Swift beware: Ripple signs banks to global payments steering groupSwift beware: Ripple signs banks to global...
9233 views comments | 33 tweets | 18 linkedin
BNP Paribas is working with clients on blockchain deploymentBNP Paribas is working with clients on blo...
7627 views comments | 15 tweets | 30 linkedin
US gets same day ACHUS gets same day ACH
7052 views comments | 23 tweets | 20 linkedin