Exploring Gamification in Fintech : Engaging Young Finnish Adults in Sustainable Investing

Abstract

This thesis presents a case study on the Nordea Low Carbon City game, an innovative gamified initiative aimed at encouraging sustainable investing among young Finnish people. It explores the interest of young Finnish individuals in sustainable investing via gamification and its correlation with attitude change and behavioural potential. A survey was conducted quantitatively among 50 participants, aged 18-35, from Finland to investigate their perceptions and engagement with sustainable investments through this gamified platform. A pre-questionnaire revealed a need for knowledge regarding sustainable investing and a belief in the ability of gamification to revolutionize financial education into something more interesting. Following engagement with the game concept, post-questionnaire results indicated a positive inclination toward sustainable investment, with participants expressing a higher likelihood to invest in Environmental, Social, and Governance (ESG) products. and increased motivation to adopt environmentally friendly products and lifestyles. This study supports hypotheses that gamified financial products are appealing to young Finns and that their acceptability is not hindered. Gamification positively influences attitudes and behaviours toward sustainable investing. Features, game mechanics, virtual city transformation, sustainability quizzes, and real-world impact integration were regarded as encouraging. Gamification, in 2024, should include financial products, education initiatives, and regulatory environments; while it has highlighted the potential in promoting sustainable investing among young Finnish adults, future research is needed to study long-term impact and cross culture applicability and synergies with emerging technologies.