SAN FRANCISCO–“Gamification” can be an effective way to create incentives for consumers to adopt more secure habits when working online, according to a new analysis.
Javelin Research, noting that even with concerns high over privacy, fraud and breaches consumers still seem reluctant to adopt strong security behaviors. Javelin in a new study reports that one strategy to address the problem may lie in gamification, which is the use of game design elements to drive consumer behavior in nongaming contexts. The study, “Strengthening Security Engagement with Gamification,” notes that gaming elements could include badges, levels, or leaderboards that are then integrated into another system.
“Unfortunately, heightened awareness of security risks often manifests in a kind of paralysis,” said Javelin. “In response to fears about their financial safety, consumers begin avoiding certain businesses and being cautious about new technologies. Instead, game design elements can be used to educate about security practices. Gaming has been used in retail banking, ranging from games built around personal money management skills such as Barclays’ 56 Sage Street to PNC’s ‘punch the pig’ feature, and Mint, a financial management app using points and progress bars to show customers how far along they are on the path to financial fitness.”
“If properly executed, gamification encourages positive behavior not because of fear of reprisals, but because the accountholder genuinely wants to take the proper step,” said Al Pascual, director of security and fraud at Javelin. “This kind of motivation tends to be much more effective at encouraging long-term change.”
The report also includes data drawn from four consumer surveys.