Gamification On Mobile Banking Application: A Literature Review

Abstract

Gamification is a design strategy for applying game elements in a non-game context for the purpose of changing individual behavior. Gamification and its motivational potential are seen as a trend for enhance and promote user engagement in various contexts. Many application companies have adopted gamification, which aims to make consumers more attractive and loyal. Given the ambivalent evidence on the effectiveness of gamification Gamification's popularity has grown dramatically over the years, as seen by an increase in the number of gamification apps and more studies. Gamification might be personalized to people with various demographic and psychological characteristics, particularly in the banking industry. While the use of gamification in many underserved areas, such as banking, will provide amazing outcomes, most research investigating the role of gamification in banking have found that it has a significant influence on increasing consumer engagement and enhancing system performance. This research did a detailed review of the gamification literature and assessed the research methods and findings in gamification research in mobile banking in this study, which provides a more comprehensive overview of the topic. The goal of this research is to categorize and classify gamification in mobile banking, as well as to analyze the current state of the art to aid future research. For managerial and academic consequences, further research directions are also recommended.