Gamification in banking: A case study of the methodological approach to software development.

Abstract

The adoption of development strategies for computer applications with game features raises problems in the management of projects, including the definition of team activities and the selection of the development methodology, especially in the initial phase of the requirements and the definition of the game analogy. This study aims to contribute to improving the understanding of applying gamification strategies to financial products and identify the most appropriate methodology to enhance customer engagement. This study examines three cases of gamification projects in the banking sector in Portugal developed according to 5PMG framework (Five-step Project Management for Gamification) as well as the main categories of software development methodologies. According to the work performed, the main motivation of this framework is the orientation to the customer and the business, as shown in the focus to the design, development processes, process simplicity and ease of use of the application. The customization of the game / application, speed in transactional processes, search engines, graphics and ranking were also referred to as features to be included in the development. Concern over quality control leads to the need for frequent meetings with the team and with users, control of the business plan, risk management, and development incidents and changes. Under the change management priorities are the legal or compliance issues, the increased usability, rapid deployment, keeping the cost low and high benefit for the customer and the business.