Gamification of Mobile Banking Applications A Systematic Literature Review
Main Article Content
Keywords
Mobile Banking, M-Banking, banking apps, Gamification, Systematic Literature Review
Abstract
Gamification has become a pivotal strategy for enhancing user experiences in digital platforms, particularly in mobile banking applications. The objective of this study is to investigate how gamification can improve user engagement, satisfaction, and loyalty of M-Banking users. This paper presents a systematic literature review, which was refined to 16 articles after rigorous filtering of multiple academic databases. The corpus explores various gamification elements, such as rewards, leaderboards, and challenges, through frameworks namely Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), as well as clustering methodologies. The findings demonstrate a strong positive impact of gamification on user behavior and adoption. Nevertheless, significant gaps persist, highlighting the need for further research and innovation in this area. This review provides valuable insights for banking professionals and offers directions for future research to further optimize gamified mobile banking applications.
References
Aithal, P. S. (2023). The Influence of Gamification on Customer Experience in Digital Banking Practices. International Journal of Management, Technology and Social Sciences (IJMTS), 8(3), 280-293. https://doi.org/10.47992/IJMTS.2581.6012.0303
Anugrah, K., Pasaribu, J. P. P., & Astuti, C. D. (2022). Implementation of the UTAUT2 Model with Gamification and Its Influence on Behavioral Intentions and Behavior of Use of M-Banking. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(3). https://doi.org/10.33258/birci.v5i3.6602
Baptista, G., & Oliveira, T. (2017). Why so serious? Gamification impact in the acceptance of mobile banking services. Internet Research, 27(1), 118-139. https://doi.org/10.1108/IntR-10-2015-0295
Baykal, B. (2023). Brands on Play: Harnessing the Power of Gamification for Success. Fettahlıoğlu, H. S. & Bilginer Ozsaatcı, F. G. (eds.), Featured Topics in Digital Marketing and Applied Studies. Özgür Publications. https://doi.org/10.58830/ozgur.pub311.c1365
Bayuk, Julia, and Suzanne Aurora Altobello. (2019). Can gamification improve financial behavior? The moderating role of app expertise. International Journal of Bank Marketing 37.4: 951-975. https://doi.org/10.1108/IJBM-04-2018-0086
Bayır, T., & Akel, G. (2024). Gamification in mobile shopping applications: A review in terms of technology acceptance model. Multimedia Tools and Applications, 83(16), 47247-47268. https://doi.org/10.1007/s11042-023-16823-7
Benslama, T., & Jallouli, R. (2020). Clustering of social media data and marketing decisions. In Digital Economy. Emerging Technologies and Business Innovation: 5th International Conference on Digital Economy, ICDEc 2020, Bucharest, Romania, June 11–13, 2020, Proceedings 5 (pp. 53-65). Springer International Publishing. https://doi.org/10.1007/978-3-030-64642-4_5
Blanchard, S. J., & Palazzolo, M. (2024). Game Over? Assessing the Impact of Gamification Discontinuation on Mobile Banking Behaviors. Marketing Science. https://doi.org/10.1287/mksc.2023.0345
Cera, G., & Khan, K. A. (2024). Mobile banking intention: nexus between innovation, tech adoption, and gamification. Journal of East-West Business, 1-27. https://doi.org/10.1080/10669868.2024.2347165
Çera, G., Pagria, I., Khan, K. A., & Muaremi, L. (2020). Mobile banking usage and gamification: the moderating effect of generational cohorts. Journal of Systems and Information Technology, 22(3), 243-263. https://doi.org/10.1108/JSIT-01-2020-0005
Chebil, M., Jallouli, R., & Bach Tobji, M. A. (2024). Clustering social media data for marketing strategies: Literature review using topic modelling techniques. Journal of Telecommunications and the Digital Economy, 12(1), 510-537. http://doi.org/10.18080/jtde.v12n1.889
Czerska, I. (2024). Gamification in Ηealth Promotion in the Context of Creating the Concept of Health 2.0-A Comparative Analysis of Selected Health Mobile Applications. European Research Studies Journal, 27(4), 985-1007. https://doi.org/10.35808/ersj/3641
Guerrero, J. E. M., Manzaba, J. B. P., Sánchez, K. W. G., Salazar, P. A. C., Robles, L. C. S., Jiménez, K. A. S., ... & Meza, D. V. L. (2024). Integration of Gamification and Mobile Applications to Promote Inclusive Education: a Techno Pedagogical Approach. Revista de Gestão Social e Ambiental, 18(11), e09584-e09584. https://doi.org/10.24857/rgsa.v18n11-004
Hashim, M. A. A. & Hassan, Z. B. (2024). The Mediating Role of Self-Efficacy and Gamification in Influencing the Customer’s Loyalty toward Mobile Banking in Malaysia. Nanotechnology Perceptions, 20(S5). https://doi.org/10.62441/nano-ntp.v20is5.52
Ho, J. C., Wu, C. G., Lee, C. S., & Pham, T. T. T. (2020). Factors affecting the behavioral intention to adopt mobile banking: An international comparison. Technology in Society, 63, 101360. https://doi.org/10.1016/j.techsoc.2020.101360
Ivarson, E., Erlandsson, V., Faraon, M., & Khatib, S. (2024). Augmented reality and gamification in higher education: Designing mobile interaction to enhance students’ motivation and learning. E-Learning and Digital Media, 20427530241239981. https://doi.org/10.1177/20427530241239981
Jallouli, R., & Kaabi, S. (2022). Mapping top strategic e-commerce technologies in the digital marketing literature. Journal of Telecommunications and the Digital Economy, 10(3), 149-164. http://doi.org/10.18080/jtde.v10n3.554
Khemiri, M., & Jallouli, R. (2022). Technology-enabled personalization for mobile banking services: Literature review and theoretical framework. Journal of Telecommunications and the Digital Economy, 10(2), 173-194. http://doi.org/10.18080/jtde.v10n2.545
Lahoti, Y. (2022). Gamification in mobile banking apps to enhance customer experience and engagement. NeuroQuantology, 20(2), 693. https://doi.org/10.48047/nq.2022.20.2.NQ22368
Malvas, G. (2024). The Need to ‘Git Gud’: A Review of Potential and Pitfalls in Mobile Gamification of Paediatric Health Education. Medical Research Archives, 12(3). https://doi.org/10.18103/mra.v12i3.5263
Prasetyaningrum, Putri Taqwa, Purwanto Purwanto, and Adian Fatchur Rochim. (2025). Consumer Behavior Analysis in Gamified Mobile Banking: Clustering and Classifier Evaluation. Journal of System and Management Sciences 15.2: 290-308. https://doi.org/10.33168/JSMS.2025.0218
Prasetyaningrum, P. T., Purwanto, P., & Rochim, A. F. (2024). Enhancing User Engagement in Mobile Banking Through Personalized Gamification: A Cognitive Evaluation Theory Approach. International Journal of Intelligent Engineering & Systems, 17(4). https://doi.org/10.22266/ijies2024.0831.60
Prasetyaningrum, P. T., Purwanto, P., & Rochim, A. F. (2022). Gamification On Mobile Banking Application: A Literature Review. In 2022 1st International Conference on Information System & Information Technology (ICISIT) (pp. 222-227). IEEE. https://doi.org/10.1109/ICISIT54091.2022.9873034
Rabiah, A. S., Setiawan, M., & Rohman, F. (2024). Assess the Impact of Hedonic Motivation, Social Influence, Gamification, And Education Level on Behavioral Intention to Adopt Mobile Shopping in Jakarta, Indonesia. Revista de Gestão Social e Ambiental, 18(7), e05024-e05024. https://doi.org/10.24857/rgsa.v18n7-008
Rafiuddin, T. W., Lutfiani, N., Rizky, A., & Cesna, G. P. (2024). Evaluating the Effectiveness of Gamification in Mobile Banking to Increase Savings Rates. In 2024 2nd International Conference on Technology Innovation and Its Applications (ICTIIA) (pp. 1-6). IEEE. https://doi.org/ 10.1109/ICTIIA61827.2024.10761169
Rimenda, T., Aulia, M. R., Listiawati, R., & Marbun, J. (2022). Gamification: Saving in Digital Banking is Like Playing A Game. ASEAN Marketing Journal, 14(2), 5. https://doi.org/10.21002/amj.v14i2.1206
Rodrigues, L. F., Costa, C. J., & Oliveira, A. (2016). Gamification: A framework for designing software in e-banking. Computers in Human behavior, 62, 620-634. https://doi.org/10.1016/j.chb.2016.04.035
San Martin, J., Castillo-Sequera, J. L., & Wong, L. (2024). Talki: A Mobile Application to Improve English Learning of High School Students in Peru utilizing Virtual Reality and Gamification. Engineering, Technology & Applied Science Research, 14(5), 17472-17481. https://doi.org/10.48084/etasr.8223
Torres-Toukoumidis, Á., & Marín-Mateos, P. (2017). Gamification in mobile applications for banking services in Spain. RETOS. Revista de Ciencias de la Administración y Economía, 7(13), 43-57. https://doi.org/10.17163/ret.n13.2017.02
Teoh, W. T., & Wahid, N. (2024). Development of a Mobile Learning Application for Form 5 Mathematics with a Gamification Approach. Applied Information Technology And Computer Science, 5(1), 335-354.
Viet Tam, T., Tien, N. H., & Banka, M. (2024). Identifying gamification factors for digital banking service users in Vietnam: Extending TAM model with gamification and perceived value. Cogent Business & Management, 11(1), 2398730. https://doi.org/10.1080/23311975.2024.2398730
Widagdo, P., Wibawanto, W., & Sugiarto, E. (2024). The Impact of Gamification in User Interfaces on User Experience and Retention: An Empirical Study. Catharsis, 13(1), 1-8.
Widyakusuma, A., & Sudibyo, A. S. R. (2024). The Future of Education: How Mobile Learning, Microlearning, and Gamification are Revolutionizing Architecture Learning. Jurnal Syntax Transformation, 5(11), 1284-1300. https://doi.org/10.46799/jst.v5i11.1025
Yu, T., Parry, M., Yu, T., Xu, L., Wu, Y., Zeng, T., ... & Li, F. (2024). Effectiveness of mobile health-based gamification interventions for improving physical activity in people with cardiovascular diseases: a systematic review and meta‐analysis of randomized controlled trials. JMIR Serious Games 2025;13:e64410. https://doi.org/10.2196/preprints.64410
Article Sidebar
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright Telecommunications Association Inc.
Rim Jallouli, Univ. Manouba
Rim Jallouli is a full University Professor, Researcher, and Consultant known for her extensive work in emerging technologies, business innovation, Digital Economy Data analytics, and marketing strategies. She was the founding dean from 2011 to 2017 of the Higher School of Digital Economy (ESEN- University of Manouba, Tunisia).
Rim Jallouli has significantly contributed to the development of research in the digital economy and business innovation in Tunisia and internationally. Her work includes several books and articles addressing marketing strategies in the era of Artificial Intelligence, the Internet of Things, cloud computing, and Blockchain technology.
Rim Jallouli has introduced new methods for processing the vast amounts of data made available by collaborative platforms and social networks. Her primary contribution lies in the application of data mining methods, such as topic modeling and sentiment analysis, to guide business and marketing strategies. Her research spans multiple sectors, including banking, retail, culture, tourism, and the automotive industry.
How to Cite
