Guest blog: What if a game could get people addicted to saving?

Ahead of the BSA's Digital Mutual event, speaker Mark Warrick, Chief Design Officer at Thought Machine, shares his thoughts on using gaming to help people to develop a saving habit.

SM53.pngAhead of this week's BSA Digital Mutual event, speaker Mark Warrick, Chief Design Officer at Thought Machine shares his thoughts on using gaming to help people to save.

Originally published in BSA Society Matters magazine.

About eight years ago, I made a statement along the lines of, “Let’s get people addicted to saving – there is no better addiction than saving money!”. At the time, I was told to be careful about saying “addicted”, and I get it. The definition of that word is ‘a strong desire or need for something’, and it brings to mind powerful emotions about being unable to stop doing a particular thing.

Well, many years down the line, I am now using an alpha version of a game-like savings app we’ve developed called Nestlings that features virtual characters who tuck away money for me every day and I have to admit I am close to being hooked.

3.pngSaving has parallels with gaming It is not easy saving money and it’s usually something that causes a fair amount of stress. I have been convinced for a long time that saving money – as well as many other aspects of digital banking – could actually be made fun by drawing inspiration and harnessing technology from other genres, like gaming, music, fashion and art.

Why not have a game world on your phone based on your financial transactions in the real world? Why not create a bunch of compelling critters who keep trying to save money for you and who get sad if you refuse their help?

If it takes the pain and admin out of having to watch your spending and put money aside manually, it must be worth doing.

Levelling up as the money grows I have been using the Nestlings app for the last six weeks and it links to a pre-paid debit card which I use for my general spending.

The app characters pop up based on my behaviour or from events occurring in the real world.

I discovered a character called Shroomo very early on, who offered to round up my purchases, while a beautiful Nestling called Lumin materialised when there was a full moon, offering to tuck £2.00 away for me. After a while, I had a team of five active Nestlings characters all competing to save money for me in different ways. None of them took too much, as I always had the option to say no.

Within one week, I had progressed through two levels of the ‘game’ and my nest egg had £15 inside it. Not bad for doing hardly anything besides letting them get on with it!

A new way to manage finances4.png

Am I the only one who wants to save in this way? I don’t think so – I work with people who are equally excited about being “different in the realm”, not to mention the fact that 718 strangers have already signed up to the waiting list for Nestlings.

A challenger digital bank in the UK wants to provide this experience for its customers and by doing so will engage with a vast community when it does.

In our increasingly cashless world, people of all ages want clever ways to handle money and save with zero effort.

Revolut has a round-up savings feature in its app that lets you ‘accelerate’ the change on every transaction by up to ten times. This simple game-like mechanism is joyous, and shows how fun it can be to challenge yourself to do the most mundane of things – to save.


Last few remaining tickets for this Thursday's Digital Mutual event are available here.

Read the Society Matters autumn 2019 edition here.
 

You may also be interested in...

BSA Card
  • BSA.Event Event
  • Mortgages & Housing

Shaping the Future of the Mortgage Market: Insights on DP25/2

Join PwC and the Building Societies Association for a timely discussion on the FCA’s recent Future of the Mortgage Market discussion paper (DP25/2). ...

BSA Card
  • BSA.IndustryResponse Industry Response
  • Conduct Risk & Regulation

BSA responds to FCA CP25/17 - Targeted Support

The BSA welcomes the opportunity to respond to this consultation, which gives a use case of consumers with significant savings held in cash, and some ...

BSA Card
  • BSA.Event Event
  • Audit & Taxation

What Labour’s Autumn 2025 Budget means for financial services

A free webinar hosted by BSA Associate, MHA With Chancellor Rachel Reeves set to unveil Labour’s Autumn 2025 Budget by early November, this promise...

BSA Card
  • BSA.Event Event
  • Audit & Taxation

HMRC 3rd party data reporting requirements

A free webinar hosted by BSA Associate, PwC We will provide an update on the 3rd party data consultation that was announced in the Spring Statement...

BSA Card
  • BSA.Event Event
  • Audit & Taxation

Risk, regulatory, audit and accounting seminar

After a successful in-person event in 2024, and responding to delegate feedback, this year's annual update will once again take place in Birmingham. ...

BSA Card
  • BSA.Event Event
  • Mortgages & Housing

Annual meet-up for mortgage professionals

The 2025 Annual Mortgage Meet-up will be taking place in London on Thursday 25th September. Exploring some of the biggest issues shaping the futu...