BBVA game

Javier Borderías Maroto

BBVA Innovation & New Technologies Manager

Twitter: @jborderias

Kitinx at #BBVAGame

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The beginning

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crisisThe context

scam

rebound

budget squeeze

financial aidephishing

unemployment

banking choices by customerdownsize per

capita incomemultichannel

financial crisis

turmoil

loyalty

platformliquidity

downturn

www.digital

GAMIFICATION

consumption

securityweb reward

mobile

analyticsidentity

theft

risk aversion

…

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The constraintsWould you ever play with your bank?

BBVA & Game: The constraints

• Money is a serious stuff

• Banks deal with money

• BBVA is a Bank

• Playing with BBVA?

… (1) the use of game design techniques, game thinking and game mechanics to enhance non-game contexts.

Source: Wikipedia http://en.wikipedia.org/wiki/Gamification

Advantage

• Really?

• … and more

• ... and much more

• Why not?

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Biz rqmts

Increase active online users

Retain actual online users

Enrich the profile of your customers

Cross/ Up Selling

Expanding marketing activities (emailing + mgm)

Incentives and promotional actions (Integrating music +

other incentives)

BBVA challenges

Banking product and services: Checking account, credit cards, CDs,

loans, mortgages, …

Online banking transactions: transfer on line, electronic billing,

download account information, setting up alert service, …

Educating our customers: Videos and quiz as a biz tool

Qualifying our database: Enrich the profile of your customers, e.g.,

email, cell, …Marketing actions as one of the

challenges: member get member to create community and manage

marketing budget more efficiently

Unexpected challenges: Let us connect monthly campaigns at

BBVA Spain with our game platform.

The challenge

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BBVA Game

Product and services

Online transactions

Financial Education

Complete your profile

Invite Friends

Unexpected challenges

LigaBBVA Football Tickets

NBA trips

Tablets & Smartphones

Music downloads

Movie Views

BBVA game challenges BBVA game rewards

AuctionsPayments and ATM use

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BBVA Game in figures

110,000

BBVA Game players (yesterday)

0€ Invested in Paid Media

+50%Different towns, cities and villages

x16 video views on product and web functionalities

x5 improvement in customer data qualification

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Lessons learned

The power of video as an educational resource…

Banking’ and ‘Viral’ fit in the same sentence.

Make it social from the very beginning …

Points, Badges and Leader boards works, but…

Sweepstakes work… if you make it easy to understand.

Stick to your customers.

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BBVA Game …

After 9 months

• It is still a gamification baby.

• With 110,000 active users

• It is not a real game.

• It is really focused on our BBVA web users.

• It is growing towards a multichannel strategy

• It is becoming a loyalty platform.

… was born as an attempt to take advantage of game mechanics to enhance the use of our transactional web.

… and will be what our customers want it to be

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What our customers say

I think it’s a very smart way of showing the potential of bbva.es Hi, I’ m “tittopulo” and I

have spoken about BBVAGame to my

family&friends. It’s great and funny.

It’s a really engaging system. Even more if we take into account this difficult days we

are living

I love itIt’s quite a good way of rewarding customers.

Thanks a lot

It took me some time to beleive it! There are some

friends of mine that still don’t beleive it

FANTASTIC! Very quick communication. Totally

transparent sweepstakes system. I just can say good

things about it.

Very good proposal. It allows me to be informed all the time and learn many

things about the online banking. Really easy to use.

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Thank you.Javier Borderías Maroto

javier.bmaroto@bbva.com

BBVA Innovation & New Technologies Manager

Twitter: @jborderias

Kitinx at #BBVAGame