Fun Works:

Using Gamification to

Engage Employees and Consumers

Campbell Edlund President, EMI Strategic Marketing

Jim Gaffney Senior Vice President

Head of Consumer Credit Card Sales Channels

Jason Alderman Senior Director

Global Financial Education

Fun Works: Why Gamification Is Good for Banks

Do your branch employees eagerly read all product and service

announcements? Complete all training you provide?

Do your customers read your direct mail and email messages?

Engage in active learning with your website?

Break through Ensure understanding Engage

Banks need to…

…and that’s what gamification does

The Financial Services Industry Is Adopting Gamification

What Is Gamification?

Gamification is NOT online gaming, and it is NOT Game Theory;

it is a communications and engagement strategy which

Applies game mechanics and dynamics

to motivate specific behavior in non-game settings

In financial services, gamification can drive participation

– Engage prospects or customers in learning about a new product

– Drive adoption of new channels or technologies

– Differentiate brands, strengthen customer relationships

– Motivate and educate employees to build knowledge or skills

– Break through message clutter

Best Practices in Gamification 101

Participation

Belonging

Achievement

Recognition

Rewards Aspiration

Enable players to…

Escape reality

Become the hero

Express personality, assume sought-after skills, traits

Best Practices in Gamification 101

Aspiration

Create opportunity to…

Affiliate with like-minded others

Define membership

Adopt group traits, power

Belonging

Best Practices in Gamification 101

Let players…

Reach goals, earn badges

Balance difficulty, avoid boredom

Track progress

Demonstrate skills

Compete and win

Achievement

Best Practices in Gamification 101

Motivate players…

Provide instant gratification

Create competition

Bestow status

Publish results

Recognition

4

Best Practices in Gamification 101

Incent players…

Use points, tangible awards, or both

Follow through

Rewards

Best Practices in Gamification 101

Jason Alderman Senior Director, Global Financial Education

Driving Consumer Engagement

Using Financial Literacy Games

Visa’s Financial Literacy Program Overview

Since its U.S. launch in 1995, the program has provided financial education to consumers,

teachers, parents & students in 30 key markets worldwide

Delivers localized websites, collateral materials, classroom curricula, educational games

and in-person seminars to consumers around the globe

Dedicated to partnering with third parties to deliver compelling financial literacy resources

to those who need it the most

Stakeholders

Program has been co-branded by 200 banks and credit unions and dozens of non-

governmental organizations, governments and merchants

Our co-branded initiative with McDonald’s remains the largest U.S. employer-based

financial literacy initiative, reaching over 850,000 restaurant workers

Visa financial literacy resources have reached over 16 million people in the last four years

Why Games?

Games help override the challenge of engaging consumers and students in

learning about a traditionally dull / fear-inducing topic

Using games to make learning fun is a time-tested technique used by teachers and

parents

Accessible, familiar platform demystifies a complicated subject

Provides flexibility of engagement for an audience of varying ages, skill levels and

learning speeds

Games are a media-friendly medium and help generate positive news coverage

Truly compelling, games draw people into our websites and events

Easily shared through social media channels and the web

Innovative mechanism for building dialogue with policymakers

Games: NFL Financial Football

Video Game Trailer

Available online, through Facebook, on CD and via

iPhone and iPad apps

Leveraging NFL assets and teams stokes consumer

loyalties / passions

Team leaderboard creates repeat players and social

media promotion

Simple play selection and multiple choice questions

allows for fast, casual gaming

Two player version and deployment of NFL players

at press conferences draws media and policymakers

Games: FIFA Financial Soccer

Free, educational FIFA World Cup-branded video

game harnesses the power of the world’s most

popular sport

Rolled out in over 30 countries and translated into

10 different languages

In the U.S., game has proven to be a compelling

tool within both Latino and suburban communities

Co-branded by dozens of financial institutions,

NGOs and governments

Used over 2 million times to date

Play the game at www.FinancialSoccer.com

Examples of Bank Integration

Visa banking partners include Wells Fargo, PNC, US Bank,

Bank of America, Capital One and hundreds more

Visa clients have used our games to:

Integrate games into existing websites

Create co-branded game micro sites

Launch games into their Facebook pages

Distribute game CDs in their branches

Hold community relations activities with policymakers in key districts

Play Financial Football

Play the game at www.practicalmoneyskills.com/football

Contact

Jason Alderman

Senior Director of Global Financial Education, Visa Inc.

Email: jalderma@visa.com

Phone: 415.932.2110

www.whatsmyscore.org www.practicalmoneyskills.com

Jim Gaffney Senior Vice President

Head of Consumer Credit Card Sales Channels

SunTrust Teammate

Interactive Training Game

SunTrust Footprint

Maryland - 134

DC - 29

West

Virginia

8 Virginia

243

South Carolina

69

Tennessee

183 Arkansas

3

Mississippi

3

Alabama

5

Georgia

306

Florida

556

North Carolina

197

Over 1,700 branches across

12 states

Over 11,000 front-line branch

employees (includes Branch

Managers, Financial Service

Reps, and Tellers)

The Challenge

With the field out of practice, a need for substantial knowledge transfer

and without substantial incentives,

we turned to gamification to break through to branch and call center teams.

In 2011, SunTrust brought its credit card business back in house

after years of outsourcing.

Teammates needed to be educated about the new card products and benefits,

develop competence and confidence in understanding client needs,

and build sales momentum.

Approach

Product Facts

Features and benefits

Knowledge of Rewards

Understanding of

product rates and fees

Sales Process

Skill in diagnosing

client needs

Knowledge of compliant

process

Practice in starting

and guiding productive

client conversations

Fulfillment Specifics

Using platform to locate

and fulfill pre-qualified

offers

Ensuring accurate

completion of credit card

applications

Leverage the appeal of gamification to

spur interest, transfer knowledge, build sales skills

across field teams, from sales leadership through tellers

Applied Some Gamification

Best Practices

Used modules to keep it

short and sweet, and provide

ongoing positive reinforcement

Designed so busy branch teams

can stop and restart anytime

Rewarded correct answers

with screen action

Hosted on corporate learning

management system to enable

tracking and leader reporting

But Modified to Meet

Educational Needs

Additional direction provided

when questions were

incorrectly answered

Key points were reinforced

when questions were

answered correctly

Teammates were required

to answer each question

correctly before moving on

Results

Module 1 (3 months) Module 2 (2.5 months) Module 3 (>1 month)

Completion Rate Completion Rate Completion Rate

Branch Manager 71% 59% 6%

Assistant Branch Manager 72% 62% 10%

Financial Services Rep 100% 85% 16%

Target Audience Total 85% 72% 14%

Without any mandate or incentive, and competing with several other field

initiatives, 85% of our employees have undertaken the training in less than

3 months, for a total of 18,000 sessions across 11,000 employees

Generated buzz and leadership attention

Created field buzz that reached beyond the game

Accelerated field knowledge and skill; built new product into the day-to-day client routines