BBVA game

Javier Borderías Maroto

BBVA Innovation & New Technologies Manager

Twitter: @jborderias

Kitinx at #BBVAGame

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About BBVA

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crisisThe beginning and the 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

…

2010

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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?

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: account, credit cards, 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 GameLeaderboards Timeline

Social Network plugin

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BBVA Game in figures

120,000 BBVA Game players

0€ Invested in Paid Media

+ 50% Different towns, cities and villages

x 21 video views on product and web functionalities

x 5 improvement in customer data qualification

x 15 FB fans & twitter followers

+ 60% More time spent on the website

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Male: 53%Male: 53% Male: 65%Male: 65%

21-29: 14% 29-44: 39 % 21-29: 14% 29-44: 39 %

21-29: 20%29-44: 48%21-29: 20%29-44: 48%

75%75% 96%96%

45%45% 87%87%

64%64% 82%82%

BBVA Game users profile

Gender

Age

Cell phone

email

Card holder

Online banking usersOnline banking users BBVA Game usersBBVA Game users

53% 68%

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Omnichannel Game strategy

API REST services across channels

Mobile app taking advantage of location capabilities

ATM to incentivize customers to perform other transactions

Development of a Loyalty platform

Wallet: implementing into the wallet a BBVA Game loyalty program to earn and redeem points . Couponing

Omnichannel

BBVA Game is mature enough to go a step forward and become a multichannel engagement and loyalty tool in which every single contact of the customers with the

Bank could be rewarded in real time across all channels and full integrated with the core bank systems.

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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 11 months

•It is still a gamification baby.

•With 120,000 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

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

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

things about the online banking. Really easy to use.

FANTASTIC! Very quick communication. Totally

transparent sweepstakes system. I just can say good

things about it.

Hi, I’ m “tittopulo” and I have spoken about BBVAGame to my

family&friends. It’s great and funny.

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Thank you.

Javier Borderías Maroto

javier.bmaroto@bbva.com

BBVA Innovation & New Technologies Manager

Twitter: @jborderias

Kitinx at #BBVAGame