The Role of Gamification in Improving Customer Experience in the Fintech Industry

The study explores the role of gamification in improving customer experience in the fintech sector. Gamification, which is the application of game elements in a non-game context, contributes to increasing customer engagement and satisfaction. The paper considers theoretical aspects of gamification, the history of its development, analyzes current trends and methods of its application in various industries, with a focus on the fintech sector. A review of real cases on the use of gamification in Russian fintech is conducted. The empirical research includes qualitative in-depth interviews with experts and a quantitative survey of users of fintech services. The results show that gamification has a significant impact on increasing customer satisfaction and engagement in fintech services. The key elements of gamification are identified: accumulation of points, achievements and badges, competitive elements, chatbots and storytelling. Practical recommendations include the development and implementation of gamification strategies personalized for user preferences and behavior, which will allow fintech companies to increase customer loyalty and satisfaction. The study also contributes to the development of theoretical foundations of gamification adapted to the specifics of financial services.