BEX in the Game

BEX in the Game is a focused conference on the intersection of banking experience design, gamification, behavioural design and digital banking innovation, gathering banking digital and product leadership for content oriented around how banking products engage and retain customers. It sits alongside EHI Connect, DigiFin and FinTech Week London as calendar anchors for the same audiences.

What happens

The programme combines plenary sessions on the major shifts in banking customer experience with parallel tracks on mobile banking design, behavioural design and gamification in financial products, personal financial management, the role of banking apps in everyday customer behaviour, and the operational realities of building engagement-focused banking experiences. Case-study sessions feature banking and fintech leaders presenting concrete product design experience. Workshops on specific methodologies — behavioural design, gamification frameworks, retention analytics — extend the programme into hands-on content.

Who attends

The audience is concentrated in banking digital product and design leadership: chief digital officers and senior product leadership from banks and digital banks, banking product designers and user-experience practitioners, customer experience and journey design leadership, behavioural science specialists embedded in financial product teams, and meaningful representation from fintech founders and product leadership working on consumer-facing financial products. The geography varies by edition.

Dominant themes

The banking experience agenda emphasises the practical mechanics of building engaging consumer financial products: the role of gamification and behavioural design in financial decision-making, the design of mobile banking apps for everyday customer use, the integration of personal financial management features into core banking experiences, the relationship between banking experience and customer outcome metrics including financial wellness, and the role of AI in personalising banking experiences. The intersection of regulatory considerations — particularly around fair treatment of customers and consumer protection — with engagement-focused design receives consistent coverage.

Planning to attend

Venue selection varies by edition. The conference language is English. The audience is unusually specialised on banking experience design, making the event particularly valuable for product and design practitioners working on consumer-facing financial products. International visitors should plan around the specific city logistics for the year being attended.

Use the expense calculator below to estimate the total cost of attending — registration, flights, hotels, meals, and ground transport.