Banks promoting a "shocking video game" to catch the interest of younger account holders
In a bid to captivate the attention of younger generations, traditional banks are venturing into unconventional marketing territories. One such example is the use of gaming platforms to deliver educational experiences that seamlessly blend into player environments.
The Berlin Volksbank has launched a special campaign for its "blauorange" youth checking account, using a spot that addresses the target group's lifestyle and differs from classic banking marketing. The campaign starts with a reference to a drink in Bali costing only two euros but with heavy bank fees, a relatable scenario for many young people.
Similarly, the ING direct bank in Germany is targeting Gen Z, those born between 1995 and 2010, with its advertising campaigns and upcoming offers. ING Germany, with over ten million customers in Germany, aims to increase awareness among Gen Z and win them over with targeted advertising campaigns.
The savings bank Sparkassen has taken this a step further by launching an online game named "Lucky Pig" on the Fortnite platform. The game, which is rated for ages 16 and up, is being used as a strategy to compete with neo-banks in attracting young customers. The objective of the game is to deposit the savings represented by a character named Berta into an account at a savings bank branch.
The ING direct bank in Germany plans to launch an offer in the fall in the brokerage area, specifically aimed at younger people. ING CEO Lars Stoy has announced that this offer will focus on affordability, aiming to score with price in the competitive market.
The game "Lucky Pig" is a puzzle-filled chase through a "horror house". This horror theme adds an element of excitement and engagement, making financial education more appealing to the target demographic.
The strategy of using gaming platforms and lifestyle-focused marketing is not new. Banks like PKO Bank Polski have created interactive Fortnite maps that combine gameplay with financial literacy education, collaborating with gaming influencers who co-create authentic content tailored for young gamers.
This approach focuses on becoming a part of the players' world rather than external advertisers, building long-term, genuine relationships through immersive and modern communication methods. It represents a shift from conventional banking marketing to experience-driven, lifestyle alignment tactics.
Moreover, banks are adopting subscription and exclusive content strategies inspired by the gaming industry. These strategies appeal to human desires for predictability, belonging, and premium experiences, aligning offerings with younger customers' digital behaviours and preferences.
ING Germany has established a "Young Council" consisting of eight younger employees who will advise the board on all things Gen Z for a year and a half. This move demonstrates ING's commitment to understanding and catering to the needs and preferences of younger generations.
Janine Schumann, head of campaign management in the newsroom of the Sparkassen financial group, stated that reaching young people requires understanding their culture and being part of it. This philosophy underpins the shift towards gaming and lifestyle marketing, as banks strive to become an integral part of young people's lives rather than mere service providers.
References:
[1] "Traditional banks are using Fortnite and lifestyle-focused marketing strategies by embedding educational and engaging experiences directly into the gaming environment to naturally attract younger customers, especially Generation Z."
[2] "They integrate financial education into lifestyle content, strengthening relevance for younger generations."
[3] "Banks adapt subscription and exclusive content strategies inspired by gaming, aligning offerings with younger customers' digital behaviours and preferences."
[4] "This approach focuses on becoming a part of the players' world rather than external advertisers, building long-term, genuine relationships through immersive and modern communication methods."
- Traditional banks like Berlin Volksbank, ING direct, and Sparkassen are employing gaming platforms as a means to deliver educational financial experiences that resonate with younger generations.
- The ING direct bank in Germany is expanding its offerings to the brokerage area this fall, aiming to attract younger people with an affordability-focused plan.
- Sparkassen's online game "Lucky Pig" on Fortnite, intended for ages 16 and above, is a strategy to compete with neo-banks in attracting young customers.
- To better understand and cater to Gen Z, ING Germany has established a "Young Council" consisting of eight employees who will advise the board on Gen Z-related matters for 1.5 years.
