Emirates NBD uses gamification to raise money for charity


Emirates NBD’s digital offshoot Liv. has been using an in-app wheel-spinning game to raise money for charity.

Liv. customers can unlock access to the wheel game by completing three out of six tasks, such as paying bills, making international transfers, or setting up salary transfer into their account. They can then spin the wheel for the chance to win instant prizes, including vouchers and cash.

During May, Liv. also pledged AED1 to the Dubai Cares charity for every time a customer landed on the ‘Try Again’ spoke. The bank hit its target of raising AED50,000 (about $13,600).

Jayash Patel, head, Liv., says: “Our aim was to enable customers to engage on a topic close to their hearts and create a sense of win-win for them. We did that successfully by changing the not-so-great-feeling of ‘Try-Again’ to the joy of helping a child through a donation.”

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