Imagine that you are introduced to Brazil and some of the tourist attractions in the game. With a BB game on Roblox, a gaming platform with 48 million daily users, you can play in an interactive environment focused on sports and culture, always with tourist attractions in sight. Thus, Banco do Brasil positions its brand in the multiverse of Brazilian style for children and young people. The project is already in testing in the month of August. The official launch will take place at the Brasil Game Show (BGS) in October.
The strategy is to provide this audience with a gaming experience with a vision that goes beyond a financial institution, presenting BB as a company that delivers good experiences and promotes sports, culture and education.
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“Discussing such an important topic for young people in a friendly environment and with the experience they need is a great opportunity to help raise awareness about the importance of managing their finances,” says Carlos Motta, VP of Business and Retail at BB.
“With the solution built in Roblox, Banco do Brasil confirms its position as one of the most innovative companies in the world, provides emotional brand memory to children and young people, contributes to the future growth of the customer base, and can create new services related to the virtual and immersive environment, platform,” emphasizes Marcelo Cavalcante, vice president of digital business and technology at BB.
BB began supporting the e-gaming segment in 2018. Since then, it has sponsored events such as BGS and the Brazilian Counter-Strike Championship (CBCS), presents championships such as the Valorant Ultimate Ignition Series, and this year promotes the exchange of experience between gamers and esports enthusiasts with Game Talks BB. He also created the Universitária Stage Series BB Game Series, the institution’s first owned tournament, and expanded the Squad BB. With the help of esports, BB is diversifying its digital transformation strategies.
This initiative is part of Banco do Brasil’s customer base rejuvenation strategy and is already showing significant results. In the first half of this year, for example, 43% of open accounts were for young people under 25.
Other youth-related initiatives
Several other actions constitute a youth-focused strategy. In order to attract the Alpha and Z generations, the Bank is constantly improving the account opening process as part of digital adaptation, making this process more and more simple and intuitive.
Personalization of communication is also on the list of actions to communicate with young people, especially on digital channels. With the help of analytical intelligence, clusters of customers born in the digital world were identified, which allowed us to start implementing a conversation model that is closer and more connected to the interests and world of this audience.
BB has invested in a series of youth promotions, including an exclusive event aimed at customers aged 16 to 25. Guests included members of Squad BB and other influencers. The goal is to capture the public’s perceptions and desires for BB on topics such as technology, culture, sustainability and sports.
“Futuro do Trampo” is a series of videos in interview format presented by Davi Braga and professionals from different fields that help young people choose their professional career.
BB in eSports:
BB began supporting the e-gaming segment in 2018. Since then, she has sponsored and organized major projects and events such as the Brasil Game Show (BGS). In 2021, he promoted the exchange of experience between gamers and esports enthusiasts through “Game Talks BB”, in addition to creating the “BB Game Series”, the first tournament owned by the institution, which consisted of several stages, the first two of which were University and Wild Fault. With the help of esports, BB is diversifying its digital transformation and customer rejuvenation strategies.
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Source : Married Games
