The rapid proliferation of multiple software with features of video games has led to a trend called ‘Gamification’. This new paradigm describes the existing concepts regarding the interaction between man and machine, and introduces key elements such as persuasion and eye-catching design. However, there is no concise explanation that allows for the connection of game applications to non-game uses, especially in traditional and highly regulated sectors, such as the financial sector. The aim of our study is to investigate customer perceptions in terms of using a serious e-banking business application with games features. Therefore, we developed mutual funds software gamified with the design and characteristics of a football game. In this study, we analysed the behavior of more than 800 customers who used the software, and then we followed up with an online questionnaire to assess their experience. Our findings show that the perceived ease-of-use of the software had a strong influence on the customers’ intentions to use it and on its perceived usefulness. Socialness (social cues) has influence on all other studied variables, but the enjoyment and utility of the software had no influence on the customers’ intention to use the game. We further investigated the impact on the business of mutual funds from the use of the game in e-banking. Our results show that gamified software had a positive impact, proving that web design and the relationship between the financial product and the football game had a good acceptance by the participants/customers, as demonstrated in their intention to use it, and in the high average values in the intention to recommend such software to friends. The use of games features in e-banking may influence customers to become more loyal and use more electronic channels in their banking interactions.

978-1-84888-388-8

Virtual environments,gamification,e-banking,computer games,business software,creativity,information systems