JOSH HART YULIFE online banking , the focus had always been on efficiency , delivering value through cutting away old-fashioned ways of operating . But early fintech didn ’ t seek to redefine people ’ s relationships with banks or financial services . Gamification opens up entirely new avenues , enabling people – for the first time – to actually enjoy their experience of using financial services . We owe this change to the games industry , which has never thrived when generating functional or efficient products but rather has aimed to create enjoyable experiences .