BBVA wins the 2013 GAwards for its gamification system for building customer loyalty
BBVA has received the GAwards for its BBVA Game gamification platform, which won in the "Best Use of Engagement Techniques in Consumer Facing Applications" category. Companies like the NFL, MTV, Matel, Kraft or Ask.com also competed in this category.
The GAwards are the foremost international gamification awards. They were presented on April 16, 17 and 18 during the Gamification Summit (Gsummit) held in San Francisco. It brings together top experts in the fields of design, innovation and, naturally, game dynamics.
BBVA has attended this conference as a guest of honor to receive this important accolade. “This adventure began two years ago, while we analyzed the so-called gamification trend, and we decided to attend the Gamification Summit. At the time we came here to learn, but this year we have been invited to share our experience in gamification with experts in this field, making BBVA a global benchmark”, said Javier Borderías, gamification expert from the Innovation and New Technologies area, who thanked the organization for this international recognition granted to BBVA Game.
“We have come a long way since then and now we can say that this conference was the seed that developed into today's BBVA Game and our main inspiration”, said Borderías.
With the GAwards, BBVA Game receives a new international recognition only a few weeks after being granted the Bank Innovation award for BBVA's best practices in applying gamification techniques.
All customers can access BBVA Game from www.bbva.es. It is not a simple game, but rather a new, more entertaining and effective way of getting closer to customers, which also offers the opportunity of discovering all the possibilities afforded by BBVA's on-line banking service.
The reward, badge and classification system is being widely welcomed by customers, and has reached 110,000 users since its launch last June.
Each transaction carried out through the website grants a number of points that users can exchange as they wish, for example, to enter prize draws (iPads, smartphones, tickets for NBA matches, etc.). If they prefer, customers can obtain direct gifts when exchanging their points for prizes, such as music or film downloads, or discounts for “BBVA purchases”.
To promote competition, BBVA Game publishes the classification of the most active users, identified by their nicknames, so those who have obtained the highest score throughout the month can stand out among the rest.
The new GAwards, the top international gamification recognition, reinforces BBVA's commitment to the development of innovative technologies focused on the customer which promote the Bank's new digital channels.
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