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The rapid evolution of technology in the modern society have changed the preferences and customer needs in all markets. Industries have over the years moved further towards a more digitalized environment. This fact makes it necessary to study the changes of consumer needsfor companies to successfully convert their business models to fit into a modern era. Financial services are a great example of an industry that have moved from traditional to digital methods and an industry that society depends. Gamification is a growing marketing and learning tool that has been proven effective when it comes to increasing engagement, behaviour and literacythrough the use of game-like elements such as point systems, rewards and leaderboards.

This study’s purpose is to expand on previous research to determine the preferences and customer needs that allows for gamification to be a successful tool to engage customers in Swedish financial services. This purpose of the study resulted in the following research question:

“What factors influence consumer attitudes towards and acceptance of gamification solutions within the Swedish financial services?”

To answers the research question previous research on Self-determination theory, flow theory and social cognitive theory regarding psychological and personal needs were used to reach 9reliable and measurable factors. A questionnaire was sent out with questions measuring these factors as well as four questions serving as dependent variables as a measure of how gamification increases engagement, brand loyalty, financial literacy and attitudes. A total of 97 responses were collected and analysed through multiple regressions to find the effects the factors had on the four dependent variables.

The result of this study shows that psychological and personal factors such as Innovativeness, need for uniqueness, Competence, Relatedness, Goals & Feedback, Challenge and Outcome expectations have a significant positive effective influencing consumers attitudes and acceptance of gamified solutions within Swedish financial services. Factors such as autonomyand Observational learning & Self-efficacy were also found significant on their own towards the measured variables but found that in combination with other factors to not be of statistically significance.