1.
BBVA game
Javier Borderías Maroto
BBVA Innovation & New Technologies Manager
Twitter: @jborderias
Kitinx at #BBVAGame

2.
2
The beginning

3.
3
The context
scam
rebound
budget
squeeze
financial
aidephishing
unemployment
banking choices
by customerdownsize per
capita incomemultichannel
financial
crisis
turmoil
loyalty
platform
liquidity
downturn
www.
digital
GAMIFICATION
consumption
security
web
reward
mobile
analytics
identity
theft
risk aversion
…

4.
4
The constraints
Would 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?
… (1) the use of
game design
techniques,
game thinking
and game
mechanics to
enhance non-
game contexts.
Source: Wikipedia http://en.wikipedia.org/wiki/Gamification
Advantage
• Really?
• … and more
• ... and much
more
• Why not?

5.
5
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: Checking
account, credit cards, CDs, 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

6.
6
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

7.
7
BBVA Game in figures
110,000 BBVA Game players (yesterday)
0€ Invested in Paid Media
+50% Different towns, cities and villages
x16 video views on product and web
functionalities
x5 improvement in customer data
qualification

8.
8
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.

9.
9
BBVA Game …
After 9 months
• It is still a gamification baby.
• With 110,000 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

10.
10
What our customers say
I think it’s a very smart way
of showing the potential of
bbva.es Hi, I’ m “tittopulo” and I have
spoken about BBVAGame to
my family&friends. It’s great
and funny.
It’s a really engaging
system. Even more if we
take into account this
difficult days we are living
I love it
It’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
FANTASTIC! Very quick
communication. Totally transparent
sweepstakes system. I just can say
good things about 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.

11.
11
Thank you.
Javier Borderías Maroto
javier.bmaroto@bbva.com
BBVA Innovation & New Technologies Manager
Twitter: @jborderias
Kitinx at #BBVAGame