<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1390-8618</journal-id>
<journal-title><![CDATA[RETOS. Revista de Ciencias de la Administración y Economía]]></journal-title>
<abbrev-journal-title><![CDATA[Retos]]></abbrev-journal-title>
<issn>1390-8618</issn>
<publisher>
<publisher-name><![CDATA[Universidad Politécnica Salesiana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1390-86182017000100043</article-id>
<article-id pub-id-type="doi">10.17163/ret.n13.2017.02</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Gamificación en aplicaciones móviles para servicios bancarios de España]]></article-title>
<article-title xml:lang="en"><![CDATA[Gamification in mobile applications for banking services in Spain]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Torres-Toukoumidis]]></surname>
<given-names><![CDATA[Ángel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Marín-Mateos]]></surname>
<given-names><![CDATA[Pilar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af3">
<institution><![CDATA[,Universidad de Huelva  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Huelva  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2017</year>
</pub-date>
<volume>7</volume>
<numero>13</numero>
<fpage>43</fpage>
<lpage>57</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S1390-86182017000100043&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S1390-86182017000100043&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S1390-86182017000100043&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Este estudio se basa en identificar la incorporación de elementos de juego en aplicaciones móviles del sector financiero español, específicamente se recoge una muestra de 38 aplicaciones pertenecientes a la banca móvil, que provienen de las tiendas AppStore del sistema operativo iOS y Google Play del sistema operativo Android excluyendo todas aquellas que no pertenecen a una entidad bancaria como es el caso de PayPal, FinTonic, Mapfre, Plus500, Trading 212 Forex &amp; Stocks, Carrefour Pass Móvil, y se le aplica la taxonomía de elementos lúdicos proveniente de Raftopoulos, Walz y Greuter (2015) organizado en propósito, audiencia, estrategia tecnológica, experiencia lúdica y mecánicas de juego. Los resultados demuestran que los propósitos de tales aplicaciones es fomentar la fidelidad del cliente, presentando soluciones operativas y sincronizaciones de carteras. Por su parte, la audiencia se orienta a un perfil de edad ubicado entre 26 y 35 años, mientras que la estrategia tecnológica responde primordialmente a la adopción de sistemas de seguridad y privacidad. En complemento, la experiencia lúdica va paulatinamente adoptándose por la comunicación móvil de las entidades bancarias, especialmente en cuanto a socialización, configuración personalizada del panel central. Por último, las mecánicas más utilizadas son la recolección de recompensas y aplicación de mecánicas de progresión.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  This study is based on identifying the incorporation of game elements in mobile applications of the Spanish financial sector, specifically a sample of 38 applications belonging to mobile banking, which come from the AppStore stores operating system iOS and Google Play operating system Android, excluding all those that do not belong to a banking entity such as PayPal, FinTonic, Mapfre, Plus500, Trading 212 Forex &amp; Stocks, Carrefour Mobile Pass, and the taxonomy of game elements from Raftopoulos, Walz and Greuter (2015) organized in purpose, audience, technological strategy, play experience and game mechanics. The results demonstrate that the purposes of such applications are to foster customer loyalty by presenting operational solutions and portfolio synchronizations. The audience is oriented to an age profile between 26 and 35 years, while the technology strategy responds primarily to the adoption of security and privacy systems. In addition, the ludic experience is gradually adopted by the mobile communication of banking entities, especially in socialization, personalized configuration of the central panel. Finally, the mechanics most used are the collection of rewards and application of mechanics of progression.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Aplicación software]]></kwd>
<kwd lng="es"><![CDATA[banco]]></kwd>
<kwd lng="es"><![CDATA[comunicación móvil]]></kwd>
<kwd lng="es"><![CDATA[España]]></kwd>
<kwd lng="es"><![CDATA[instituciones financieras]]></kwd>
<kwd lng="es"><![CDATA[juego]]></kwd>
<kwd lng="en"><![CDATA[Software application]]></kwd>
<kwd lng="en"><![CDATA[Bank]]></kwd>
<kwd lng="en"><![CDATA[mobile communication]]></kwd>
<kwd lng="en"><![CDATA[Spain]]></kwd>
<kwd lng="en"><![CDATA[financial institutions]]></kwd>
<kwd lng="en"><![CDATA[game]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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