- Rabobank established a Gamification Hub in 2013 to experiment with using gamification to increase user engagement and change behaviors for both customers and employees. - The Hub ran several pilots including using gamification to increase the number of customers completing the mortgage application process online, engage employees to continuously improve their work, and reduce IT issue reassignments. - A "Player Journey Experiment" also tested gamification's impact on customer savings activities and found it significantly increased engagement, especially for less experienced customers. - The summary discusses how gamification is still new for banks but can be effective when designed to motivate users in hidden ways rather than just using obvious mechanics like points, badges, and leaderboards.