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Bulgaria’s largest retail bank pioneers Gamification with Misys

DSK Bank launches first banking application using Misys BankFusion Gameo to drive greater use of retail banking services

DSK Bank, the largest retail bank in Bulgaria, today announces the launch of its new gamification application – DSK Gameo – a unique mobile savings application developed by Misys which both improves DSK’s customer experience, while uncovering valuable sales leads for the bank through greater customer insight.

According to a new study by Efma, (The fifth annual ‘Retail Banking’ report), gamification has been used by just nine per cent of banks, while 45 per cent of banks aim to incorporate gaming elements in the future. DSK is the first bank to go-live with Misys BankFusion Gameo, which is an innovative platform using the principles of gaming to incentivise customers to make regular savings. As a frontrunner with gamification, DSK is not only stealing a march on its domestic competition by capturing market share in Bulgaria, it is demonstrating to the world how banks can commercialise gamification.

Ms. Diana Miteva, Executive Director for Retail Banking, DSK Bank, said: “In order to differentiate DSK Bank and capture market share, we decided to develop a gamification application. When Misys approached us with the proof of concept for BankFusion Gameo, we were particularly excited. We were looking for a partner who had the scale to follow through on the idea, with a strong track record of successful delivery. Misys demonstrated a deep understanding of retail banking which gave us confidence in their ability to deliver an application that would be innovative, while stable and secure.”

Misys BankFusion Gameo drives greater customer engagement and uptake of retail banking services by creating a differentiated customer experience. Using the principles of gaming, the application encourages customers to set financial goals, undertake certain transactions or interactions, and educate themselves about new products. Customers are rewarded for these actions with points which can be redeemed against prizes, such as concert or sport tickets, vouchers or other incentives.

“Banks of all sizes should consider using Misys’ gamification application to encourage greater engagement among relevant target audiences,” said Jaroslaw Knapik, Senior Analyst, Financial Services Technology at Ovum. “Ultimately gamification is another way for banks to increase the relevance of their products and services to customers, which will in turn drive improved sales.”

Alex Bray, Retail Channels Director at Misys added "Digital banking is a key area for Misys and we are focusing R&D to incorporate the latest technology, such as gamification and augmented reality into our retail banking offering. Consumers today want financial services to fit in around their daily lives, be that via mobile phones on their commute, or on tablets when at home. Banks that do not have a strong digital strategy will be left behind in this revolution of devices and how we use them. As well as providing consumers with an exciting new mobile savings tool, DSK Gameo has serious commercial benefits for DSK Bank, uncovering qualified sales leads that can be incorporated into highly targeted marketing campaigns.”