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By Luca BRUNI, INITIO and Kelly JORRITSMA, MORNINGSTAR*
We are all irrational creatures. We easily fall for techniques leveraging our natural desires for socializing, learning, competition, achievement, status and self-expression. The gaming industry has been successful in engaging and encouraging people to invest large amounts of money and time to play their games. Facebook and YouTube have been successful in applying gamification techniques to grow users and make them stay. What are the current applications for financial services? Almost none yet to be honest. The transformation from Fin-Tech to Fun-Tech, we believe in 2018 and the upcoming years, is a new dimension where financial service companies will grow and, probably, focus on.
To begin with,...
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