Gamification in retail investment

As Bangladesh's financial sector undergoes digital transformation, one global trend remains largely unexplored: gamification in retail investment. By incorporating game-like elements-such as points, badges, and quizzes-investment platforms can engage and retain young, tech savvy users.

Internationally, fintech platforms like Robinhood and Acorns have demonstrated that gamification enhances investor engagement, particularly among millennials. In Bangladesh, with over 125 million mobile internet users and a median age below 28, this approach could revolutionise the way Asset Management Companies (AMCs) connect with the public.

Organisations like IDLC Asset Management, LankaBangla Investments, ICB Asset Management, and UCB Asset Management have advanced mutual fund offerings, yet retail participation remains modest. Notably, IDLC Asset Management Ltd. has taken steps to promote retail investment by offering user-friendly digital onboarding, easy to track investment digital platform Systematic Investment Plans (SIPs), and educational content to simplify mutual funds for first-time investors. Their emphasis on transparency and investor communication sets a benchmark for the industry.

Gamified platforms could further bridge the existing gap by simplifying complex financial products, making learning interactive, and fostering long-term investing habits. Those who innovate first might gain the confidence of a new generation of investors as competition heats up and digital interaction becomes mainstream.

However, challenges persist. Without clear regulations from the Bangladesh Securities and Exchange Commission (BSEC), there's a risk of oversimplifying financial decisions or encouraging risky behaviour. The gamified platforms must prioritise transparency to avoid backlash. In remote places, the government should also focus on digital payment methods like high-speed internet. Nonetheless, as fintech continues to gain momentum in Bangladesh, gamification could serve as a powerful tool for AMCs aiming to expand beyond institutional clients and engage a new generation of investors-not merely through innovation, but by making investment engaging and accessible to all. Blending technology with education through gamification may just be the winning formula.

Rafi Md. Imtiaj

& Nowrin Jahan Nafi

rafiimtiaj56@gmai.com