According to FNB's Orsheran Singh, "Gamification needs to feel like a natural extension of the brand, not a bolt-on." Joreke Kleynhans from media update spoke to him about different aspects surrounding gamified marketing in this Q&A.
Gamification is an approach to marketing that involves challenging and rewarding users of a platform to increase engagement. Points, badges and rewards are often used to keep users interested and provide a sense of validation when they complete desired actions.
FNB's nav» Money campaign uses gamified marketing, which has proved to be highly effective in increasing the number of clients who use it.
Orsheran Singh, FNB Marketing Portfolio Manager, gave us a look into the ins and outs of gamified marketing.
What do you believe is the biggest driver of success for FNB's nav» Money tool when it comes to marketing and communication surrounding it?
The biggest driver of success is relevance through personalisation. nav» Money thrives because it empowers customers with real-time, actionable insights tailored to their financial behaviours.
When marketing speaks directly to what matters — like helping users save on eating out or stay within their monthly spend — it feels less like a tool and more like a trusted guide. Paired with timely nudges and value-led storytelling, the communication moves from passive awareness to active engagement.
What does the gamification of a marketing campaign entail, and why is it so effective for offerings like FNB nav»?
Gamification adds layers of challenge, reward and discovery to everyday interactions, turning passive use into proactive participation. For nav», which is inherently about navigating life smarter, gamification works because it aligns with the journey mindset.
Whether it's setting a Smart Budget Alert to unlock and share badges to win a vehicle, devices or vouchers in our latest campaign, gamified elements make financial wellness feel tangible and rewarding.
It's effective because it blends behavioural science with creativity: people respond to progress, status and achievement, especially when it feels fun.
What do you believe the future of marketing holds for financial service providers, given the growing industry and increasing consumer power?
The future lies in experience-led marketing that is hyper-personal, predictive and platform-native. As consumers become more financially literate and empowered, they expect more than just services — they want smart ecosystems that adapt to their lives.
For financial service providers, this means moving beyond products into lifestyle-driven value: combining AI-powered insights, gamified learning, real-time rewards and seamless digital touchpoints.
Marketing must feel intuitive, helpful and human, where financial goals are reached in a way that's emotionally resonant and socially shareable.
Does campaigning with a gamified approach present any challenges, and if so, what are they?
Yes, a few. One of the biggest challenges is ensuring that the game mechanics don't overwhelm the core message.
If it feels too gimmicky or complex, users may opt out. There's also the balance of inclusivity — ensuring everyone feels like they have a fair chance to participate, win, or benefit, regardless of their income level or tech-savviness.
Another challenge is sustainability: the campaign should inspire ongoing engagement, not just a once-off spike. This means thinking long-term about how rewards, missions, or badges evolve over time.
What would you say is the most important aspect to consider when deciding whether gamification is suitable for a brand, and why?
The most important aspect is brand alignment.
Gamification needs to feel like a natural extension of the brand, not a bolt-on.
If a brand's purpose involves enabling progress, unlocking growth, or guiding journeys — like nav» — then gamification can be an incredibly powerful tool.
It needs to reflect the brand's values, resonate with the audience's mindset and serve a meaningful purpose beyond just entertainment.
How do you strike a balance in branding when gamification is incorporated, to ensure that the service provider stays credible while also being fun and exciting?
It’s all about intentional design. The tone, visuals and rewards must always link back to real-world value and brand purpose. For nav», the "game" is never about fluff — it's about helping users master their money journey.
So even when it's fun (like hunting for a badge or winning a Haval), it reinforces credibility by driving real financial behaviour change. Clear messaging, elegant design and transparent mechanics help maintain that balance.
The goal is to delight users without ever compromising on trust.
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*Image courtesy of Canva