Couple Shopping Online
Couple Shopping Online

Gamification through smart payment solutions makes giving fun

Establishing competitive games that encourage people towards making positive choices such as donating to charity or making more sustainable purchases is becoming increasingly popular. Sophia Wikander, Head of Nordea Connect, discusses the role banks can play in gamification and the benefits the approach may have on society.

Understanding payments

At Nordea we spend a lot of time thinking about how the digitalisation of payments will transform society. As a large universal bank, it’s only natural that we have a very good understanding of what’s going on in the payments industry.

We certainly live in an age where payments have never been faster, safer and more convenient. Advances in technology have radically altered the way we give money for products, services and to each other. Hardly anyone uses physical cash anymore and its commonplace all over the Nordics to see people of all ages using cards and mobile apps to pay for things. Our goal is to enable as many payment types as possible to give our customers the choice of selecting the payment method that best suits their lifestyle.

201215 Sophia Wikander 1920 1280

We are constantly challenging ourselves to understand how we can contribute to a better future for our customers and the wider community in general.

Sophia Wikander, Head of Nordea Connect

Making digital pay

As people switch from offline to online and from cash to digital payments, this gives us the chance to try to benefit society in other ways. We are constantly challenging ourselves to understand how we can contribute to a better future for our customers and the wider community in general. By offering payment platforms, apps and digital wallets that make the payment experience simple and convenient, we have the chance to develop add-ons that guide behaviour in a chosen direction.

One of the ways we have a chance to do this is through the concept of gamification. In rough terms, gamification refers to the idea of adding game design elements to non-game settings. For example, through our controlled digital environments, we can establish a competitive game that might spur people on to give more in charitable donations or to make more sustainable purchasing choices.

Through our controlled digital environments, we can establish a competitive game that might spur people on to give more in charitable donations or to make more sustainable purchasing choices.

Sophia Wikander, Head of Nordea Connect

Games guide behaviour

At Nordea we have used our Nordea Connect payment platform in the front end and an API (application programme interface) enabled Instant Reporting solution in the back end to create a real-time overview of all incoming donations for a well-known Swedish charity. By connecting our e-commerce offering with a real-time account overview we provided the charitable collectors with instant updates of the amounts being raised. As they were collecting in groups, this gave them a dynamic and fun way of keeping track of their fund raising efforts, staying on top of who had collected the most donations and who had reached their targets first.

The more fun the game became, the more those involved collecting for the charity were motivated to continue raising money. This gamification helped the charity make up some of the losses they experienced due to not being able to collect in person in the usual way due to COVID-19.

Also with the assistance of our online payments platform Nordea Connect, we helped a conservation charity establish a fast and easy way for collecting donations online across the Nordics. We established a simple way for people to give donations using the payment method of their choice wherever they were in the Nordics and then linked those donations via an API to a real time up to date figure of the amount being raised. Once again the game was on for everyone involved to reach the fundraising goal in the time available.

Wider societal benefits

As a way of encouraging people to make more sustainable purchasing choices, we have enabled a CO2 tracker within our Nordea Mobile and Wallet apps. The CO2 tracker attaches a score representing the carbon impact of each of the daily purchases made by our customers when using their payment cards. As people start to compare the results of their own CO2 trackers, it has become a really fun way of encouraging people to be more socially responsible with their consumption choices. By changing behaviour by appealing to our customers competitive spirit, the gamification established by the CO2 tracker is hopefully another way that we can contribute towards a better society.

Now more than ever it's important for us to create a shared link and purpose between us and the people we associate with. Gamification is one way of doing that as we are able to behave in a certain way digitally, then follow up in real-time to compare how we are doing.

Sophia Wikander, Head of Nordea Connect

Creating links, creating communities

Now more than ever it’s important for us to create a shared link and purpose between us and the people we associate with. Gamification is one way of doing that as we are able to behave in a certain way digitally, then follow up in real-time to compare how we are doing.

Developments in technology such as blockchain and a future of interconnected machines offered by the Internet of Things means that we can imagine even more situations where gamification might be possible in the future. For example, data from web connected kitchen appliances might reward ‘gamers’ with donations to the charities of their choice for choosing low energy washing machine programmes or electricity usage during off-peak times. As the use of machine data encourages us to save money by changing our behaviour, those savings might be passed on to charity.

Another interesting way to use technology is blockchain distributed ledger technology that would allow us to follow our donations digitally all the way to their final step and usage. By being part of the game we can be a part of something bigger and connect with people. Doing something together, giving to a certain cause together with your friends, can be so much more fun than spending the money on your own.

For more information about Nordea Connect check out nordeaconnect.com.

Read more Transaction Banking-related articles and sign up to receive monthly TxB insights.

Sign up for the Open Insights newsletter

TAKE ME TO THE SIGN-UP PAGE
Woman Using Virtual Reality Headset

The information provided within this website is intended for background information only. The views and other information provided herein are the current views of Nordea Bank Abp as of the date of publication and are subject to change without notice. The information provided within this website is not an exhaustive description of the described product or the risks related to it, and it should not be relied on as such, nor is it a substitute for the judgement of the recipient.

The information provided within this website is not intended to constitute and does not constitute investment advice nor is the information intended as an offer or solicitation for the purchase or sale of any financial instrument. The information provided within this website has no regard to the specific investment objectives, the financial situation or particular needs of any particular recipient. Relevant and specific professional advice should always be obtained before making any investment or credit decision. It is important to note that past performance is not indicative of future results.

Nordea Bank Abp is not and does not purport to be an adviser as to legal, taxation, accounting or regulatory matters in any jurisdiction.

The information provided within this website may not be reproduced, distributed or published for any purpose without the prior written consent from Nordea Bank Abp.

Related articles