Internet banking Gamification in banking: how Revolut is revolutionizing the financial world

Revolut, a UK-based digital bank, has emerged as a major player in global finance through its innovative use of gamification techniques borrowed from video games. As of late August 2026, the company has surpassed traditional banking giants such as Deutsche Bank, Barclays, and Société Générale, boasting around 75 million customers worldwide and a market valuation of $115 billion. The firm’s success lies in its streamlined operations, which rely entirely on a mobile app rather than physical branches, ATMs, or large staff teams. With approximately 13,000 employees, compared to over 100,000 at institutions like UBS, Revolut has managed to drastically reduce costs while maintaining rapid growth. The company's strategy targets younger demographics, with more than half of its users under the age of 35. To attract this group, Revolut partners with social media influencers and spends heavily on marketing. In 2025 alone, the firm reportedly allocated around 750 million Swiss francs to promotional activities. This approach mirrors tactics used by popular video game companies like Fortnite and Candy Crush, which lure players with free content before gradually introducing premium features. In mid-August 2026, Revolut received a French banking license, marking a strategic move to expand its European headquarters in Paris. Previously, the company operated in Europe using a Lithuanian banking license. A French license allows Revolut to engage in credit and mortgage services, areas critical to banking that require local authorization. This change provides greater security for French customers, ensuring their deposits are protected up to a certain limit, a feature known as deposit insurance. Currently, Revolut operates in Switzerland with over one million customers, all using the Lithuanian license. This means their deposits are not covered by the same level of protection as they would be under a Swiss banking license. Industry experts suggest that obtaining a Swiss license could grant Revolut access to the lucrative mortgage market in the country, potentially increasing customer interest further. According to Brewen Latimier, a consultant at Colombus Consulting, Revolut has integrated elements of gamification into its app design, drawing inspiration from platforms like Instagram and TikTok. Features include mechanisms linked to dopamine-driven behaviors, such as offering a limited number of free financial transactions each month. As the end of the month approaches, users receive notifications reminding them of remaining free trades, encouraging continued engagement with the platform. Other digital banks like N26, Bunq, and Monzo have adopted similar models, making trading in stocks and cryptocurrencies more accessible. These fintech firms have contributed to the broader trend of democratizing investment opportunities, allowing individuals to participate in financial markets with ease. Revolut's expansion into France underscores its ambition to solidify its position in Western Europe. By securing a local banking license, the company aims to enhance trust among customers and open new avenues for growth. Its ability to adapt traditional banking practices with modern technology continues to reshape the financial landscape, challenging established institutions and setting new standards for customer experience and service delivery.