The COVID-19 epidemic resulted in a significant surge in digital service consumption, requiring the Indonesian government to respond rapidly. In October 2021, two key rules, POJK No.12/2021 and POJK No.13/2021, were enacted to help banks adapt to digital developments. These policies are intended to foster the expansion of digital banking and enable widespread involvement in the digital revolution. This has increased rivalry among banks, particularly for digital services. Intense competition in the business sector necessitates that financial institutions offer innovative and imaginative digital banking services. A strategy employed by banks to captivate customers is the incorporation of game elements within non-game settings to influence particular customer behavior. These game-like features, including points, leaderboards, levels, onboarding, badges, challenges/quests, engagement loops, and customization as identified by Zichermann & Cunningham (2011), can easily be integrated into banking offerings and advertisements. Through the infusion of enjoyment, fun, and challenges into the usage of digital banking services, banks aim to enhance user retention and engagement. Furthermore, the effectiveness of gamification in solving that problem has come into question (Cvetkovic et al., 2020). What kind of gamification is suitable for customers and how to implement it with bank resources and capabilities (Dzandu et al., 2022). It is crucial for the Bank to develop a robust foundational framework for the gamified encounter. Through the selection of appropriate mechanisms, the Bank endeavors to establish a groundwork for the encounter. An essential gamification structure might consist of establishing the game rules, defining the game type, specifying a player's interaction with the game and reward, the time and location of the experience, and what would determine the player's success or failure in the experience (Prakash and Manchanda, 2021). Personalizing gamification to fit individuals with various demographic and psychological characteristics, particularly in the banking sector, might be critical  (Nasirzadeh and Fathian, 2020).

In this context, the idea of gamification deployment in digital banking is still in its early stages, with different interpretations by individuals and organizations. Existing research on gamification in digital banking focuses mostly on core gamification elements, with little insight into engaging and pleasing users through gamification in various situations (Prasetyaningrum et al., 2022). As a result, the purpose of this study is to investigate the psychological characteristics associated with the introduction of gamification in digital banking through the Mint bank case study in Indonesia. Following its merger in 2019 to become a universal bank, digital banking "Mint," which quickly gained traction in Indonesia Retail Banking with its innovative mobile app services. However, by the end of 2022, Mint Management observed a concerning trend: a significant 30% decline in active users, accompanied by a sharp 20% drop within three months post-adoption. This decline impacted profitability, resulting in a decrease in profits due to reduced transaction volumes. To counteract this downturn, Mint Management implemented a robust gamification strategy, leveraging missions and rewards to incentivize regular log-ins and transactions. By focusing on engaging new Mint users through gamified experiences, Mint aims to reverse the trend and enhance user participation within its digital banking platform. The research will be focusing into user decision-making and value perception within gamification are pivotal as Mint continues to refine its strategies to foster sustained customer engagement and profitability. Incorporating gamification strategies such as delay discounting and task prioritization in gamification may add favorably to the overall gamification result. By investigating how these psychological aspects affect user behavior and participation intention on the gamification, this research might give useful insights for improving user engagement and performance in digital banks, addressing the research gaps. Additionally, this research recommends future research recommendations to go deeper into these pertinent subjects

Gamification, an approach incorporating game-like rewards into real-world contexts, has a historical trajectory dating back before its formal naming in 2002 (McCormick, 2013). Early adopters such as Kellogg's and Cracker Jack utilized game-like rewards to drive sales, influenced by the popularity of video games in the 1980s and their cognitive benefits. By 2010, the term "gamification" gained widespread recognition, adopted by companies like Foursquare and Coca-Cola by 2011 (McCormick, 2013). From 2013 to 2015, extensive research refined gamification strategies, focusing on design and implementation (Sharma and Sharma, 2023). The COVID-19 pandemic in 2020 underscored gamification's role in online education, leveraging rewards to engage students (Sharma and Sharma, 2023). In 2021, gamification trends expanded into fitness programs for mental and physical health support. Currently, from 2022 to 2024, gamification blends with mixed reality across sectors like education and finance, illustrated by Indonesia's digital banking innovations such as TMRW by UOB Bank and BnC NeoBank. These platforms integrate gamification to enhance customer savings and encourage exploration of banking features. Despite its benefits in simplifying complex financial concepts and enhancing user motivation and skills, ongoing research is crucial to fully grasp how gamification shapes financial services.

Gamification design often relies on leveraging rewards strategically. People routinely encounter decisions that have both immediate and long-term impacts, akin to choosing between impulsive spending money or saving it. Opting for immediate indulgences might provide instant satisfaction, yet consistent saving over time significantly contributes to financial stability and future security. These kinds of decisions, where consequences span different timeframes, are considered intertemporal choices. Researchers have been deeply intrigued by understanding intertemporal choice, with the delay discounting theory at the heart of unraveling how individuals balance present pleasures against future gains (Gan et al., 2015). Delay discounting, initially proposed by Ainslie in 1975 and expanded upon by Frederick et al. in 2002, suggest that the longer one has to wait for a reward, the less valuable it seems (Frederick et al., 2002, Ainslie, 1975). The rate at which these delayed outcomes lose their perceived value is termed the discount rate, often used as a measure of impatience. Numerous models, like Samuelson's exponential discounting in 1937 and Ainslie's hyperbolic discounting in 1975, have been developed to study delay discounting These models have been instrumental in exploring individual differences in impatience through extensive research.

In building retention strategies, understanding intertemporal preferences is key. These preferences are often represented through the concept of delay-discounted utility. Picture a scenario where consumers are offered the choice between receiving immediate cashback or accumulating loyalty points. The utility function determines the value assigned to these rewards, considering the immediate benefit of cash versus the potential future advantages of loyalty points. Meanwhile, the discount function comes into play, illustrating how the value of these rewards decreases over time. For example, while instant cashback may appear more appealing initially, the accumulated loyalty points might promise greater rewards or exclusive benefits over the long term. This interplay between utility and discount functions helps marketers calculate the evolving value of rewards across specific timeframes, aiding in designing effective reward systems within their programs (Gan et al., 2015). Furthermore, this research explores the relationship among Task Prioritization, Delay Discounting and Perceived Value within gamification in digital bank.

Task Prioritization (TP) Paradigm

The concept of task prioritization plays an important role in understanding how we make decisions about time. Koch and Kleinmann proposed the task-prioritization model, which examines how people juggle various tasks (Konig and Kleinmann, 2002). Consider students deciding between studying for a critical upcoming exam or finishing homework due the next day. Even though long-term benefits lie in studying for the exam, individuals often lean towards immediate accomplishments, like meeting a homework deadline. This tendency, valuing smaller immediate rewards (SS) over larger delayed ones (LL), reflects a form of temporal discounting. It aligns with the habit of undervaluing tasks as their deadlines near, known as the delay-discounting tendency. Researchers measure this behavior using the Task Prioritization (TP) activity explained in research methods. For the purpose of this study, the researcher has opted to employ gamification elements in the form of mission tasks that involve transactions which users must complete within a specified time frame to earn rewards. Transaction mission chosen because currently Mint management calculates active rate based on only transactional activities within the app. There are two categories of transactional missions to be examined in this study. The first type is characterized by low commitment, such as daily transaction payments using QRIS, typically involving relatively small amounts and occurring as one-time transactions when a user wishes to make a purchase. The second type, high commitment transactions, entails activities like saving money which often require larger amounts or occur continuously, necessitating regular user engagement and consistent account activity on a weekly or monthly basis. This research will try to find how these types of missions will affect the perceived value towards gamification missions.

H1: Users exhibiting higher levels of task prioritization are likely to have a positive correlation with utilitarian perceived value in gamification missions (Figure 1.).

Delay Discounting (DD) Tendency Paradigm

Drawing upon Scholten and Read's delay discounting tendency paradigm, the decreasing value associated with rewards aligns with the notion that the longer the wait for a reward, the less appealing it becomes (Scholten and Read, 2010). For instance, someone might opt for immediate Rp. 5.000 cashback over receiving Rp. 10.000 after a month, illustrating this inverse relationship between reward value and the passage of time, often represented by the "k" value in a hyperbolic curve (Frederick et al., 2002). To provide a more comprehensive understanding of the delay discounting in gamification reward that will be given along with the gamification mission, this research constructs scenarios focusing on two reward types. Monetary rewards, such as cashback and points that can be redeemed for money or other tangible items, are utilized to represent utilitarian perceived value, offering practical benefits directly to the users. Non-monetary rewards, such as donations for child education or planting trees in deforested areas, are used to reflect hedonic perceived value, which is subjective and influenced by personal interests. The research will focus on finding how these types of reward will affect the perceived value towards gamification reward.

H2: Users with higher delay discounting tendencies are expected to show a positive relationship with utilitarian perceived value concerning gamification rewards (Figure 1.).

Perceived Value (Utilitarian Value and Hedonic Value)

Perceived value is classified into two types: hedonic value and utilitarian value. Utilitarian value is an overall evaluation of functional advantages and trade-offs (Mehrabian and Russell, 1974). When individuals have a clear behavioral aim, they tend to be task-oriented and reasonable from a utilitarian standpoint (Batra and Ahtola, 1991). Hedonic value, on the other hand, is more subjective and personal (K. Yang and Lee, 2010). Individuals desire satisfaction and perceive the utilization process as a delightful experience when viewed through the lens of hedonic value (Anderson et al., 2014). To explore the persistence behavior of users toward gamification, we used both perceived utilitarian value and perceived hedonic value to gain a comprehensive understanding of value perceptions in the arena of digital banking gamification. This research aims to investigate whether any discernible patterns may influence the decision-making process regarding perceived value, specifically in relation to user participation intentions in digital banking gamification. By analyzing the impact of different types of transactional missions and rewards on users, this study seeks to contribute to a better understanding of how gamification elements can affect user engagement and behavior in the context of digital banking.

H3: Users perceiving higher utilitarian value are anticipated to exhibit a positive inclination towards increased participation in gamification within the digital banking (Figure 1.).

Figure 1. Research Model

Additionally, The SOR (Stimulus-Organism-Response) framework offers a structured approach to explore the dynamic interactions of hypotheses in this research (Mehrabian and Russell, 1980). By utilizing the SOR framework, we aim to gain a more comprehensive understanding of the decision-making process, as well as its connection to temporal discounting, task prioritization, and perceived value. 

Stimulus — It has the potential to uncover various cues that influence individuals, ranging from temporal indicators like time constraints to task-related cues that emphasize immediacy or future benefits.

Organism — Examining how individuals perceive and assess concepts like time, rewards, and the urgency of tasks. Furthermore, it allows for an exploration of individual differences in future-oriented thinking.

Response — By discerning patterns in decision-making, we can determine whether individuals prioritize immediate rewards due to perceived time constraints or if responses vary based on different perceptions of the utility or enjoyment of reward.

SAMPLE DESCRIPTION

An electronic direct mail containing a SurveyMonkey link was utilized to distribute an online survey to 18,299 Mint Customers. However, only 195 Customers provided their responses within 5 days. The selection of participants was based on their tenure with Mint, ensuring that they had joined within a period of less than three months. This criterion was established in order to align with the objectives of the Mint gamification program, which aims to enhance new Customers' exploration of Mint features through educational initiatives for the first 3 months of use. Prior to their participation, all selected individuals were fully informed about the purpose and procedures of the study, and their explicit consent was obtained. It is important to emphasize that the collected data was thoroughly evaluated in an anonymous manner, thus safeguarding the privacy and anonymity of the participants. As a token of appreciation for their involvement, 50 Customers were rewarded with IDR 25,000 e-wallet balance.

This investigation utilized a research design for the survey that was scenario-based (Jafarkarimi et al., 2016; Haines and Leonard, 2007) in order to collect data from Mint regarding the proposed gamification concept. The decision to employ the scenario-based survey approach was influenced by the lack of a fully implemented gamification in the Mint application that was accessible to the respondents. However, the respondents were presented with a scenario that was constructed based on a model of the proposed gamification concept, and they subsequently answered the survey questions. Furthermore, the prototyping experience, which falls within the realm of user experience (UX), facilitated the participation of potential Customers in the interactive design of a product or service (Brown, 2009). the author has focused this inquiry on Mint Customers who have recently joined or have been using the platform for less than three months. The gamification implementation will specifically target this user segment with the intention of providing them with comprehensive knowledge regarding Mint's features. Subsequently, participants were presented with three distinct experimental scenarios, each encompassing simulated missions, designated completion timeframes, and varying amounts of rewards. The ensuing experiments were described as follow:

Experiment 1. This initial section primarily aims to evaluate the first hypothesis concerning the fundamental mechanisms of Gamification (Mission Placement (MP) - Mission Duration (MD) - Reward Placement (RP)). This experiment is based on insights gained from previous research, with a special emphasis on the gamification mechanism relating to mission placement, length, and reward placement inside interactive programs. Drawing on the work of Garaialde et al, who emphasized the importance of reward placement in increasing user engagement (Garaialde et al., 2021), this study aims to delve deeper into understanding how the strategic positioning of missions and their associated rewards within an app interface influences user behavior. Using the concepts of temporal discounting, which states that delayed incentives lose their motivational appeal, this study seeks to investigate how the timing and sequencing of mission and reward presentation impact user perceptions of value and subsequent app engagement. 

In order to achieve this objective, we have devised two scenarios for the purpose of experimentation. In Scenario 1, participants were presented with three choices for mission placement, each related to daily transactions that require minimal commitment, such as QRIS transactions. These missions had to be completed within a specified time frame, with a defined target amount to be achieved and a reward offered upon mission completion. Participants were subsequently queried about their preferred mission placement, as well as their perceived difficulty of the missions and the significance of the given completion time and reward. Scenario 2 employed the same scenario, but with an emphasis on monthly transactions that require a greater commitment, such as saving. The inclusion of two scenarios allows us to investigate whether the level of commitment and varying levels of difficulty in mission types have an influence on the overall mission journey.

Experiment 2. The aim of this experiment was to investigate the second hypothesis regarding Delay Discounting on Reward Type (RT) and Reward Placement (RP). Two complementary lines of research inform this experiment’s approach. First, drawing on the work of Hwang and Choi, the study goes into the world of gamification inside loyalty programs, investigating how different incentive kinds, such as altruistic and self-oriented rewards, impact customer loyalty and behavioral intentions. Second, building on the findings of Garaialde et al, the study includes the idea that reward location inside interactive applications plays an important role in determining user behavior. Their findings emphasize the relevance of temporal discounting, which occurs when delayed incentives lose effectiveness, as well as deliberate reward placement to increase app engagement (Garaialde et al., 2021). 

In order to accomplish this, we designed three scenarios for reward placement. Scenario 1 aimed to assess whether providing an early reward before mission completion would motivate Customers to complete the mission. Three options were given: no welcome bonus but full reward upon completion, small welcome bonus and larger reward upon completion, or larger welcome bonus and smaller reward upon completion. Some studies suggest that this may have an emotional impact on user behavior, as they feel a sense of responsibility to earn the reward before taking any action. Scenario 2 aimed to examine user preferences for reward placement upon mission completion, with three options: receiving the full quantity, an equal-tiered distribution, or a randomized choice. Lastly, scenario 3 focused primarily on user preference for reward type. Four combinations of rewards were presented as options: full points, points and cashback, cashback and donation, or points and donation. The goal was to determine whether Customers prefer rewards that provide direct practical financial benefits, such as cashback and points, or rewards that offer more emotional satisfaction, such as donations.

Experiment 3. The final segment of the experiment aims to examine the correlation between Perceived Value (PV) and Participate Intention (PT). The theoretical underpinning of this research is enhanced by findings from a study done by Zhang et al., which investigated the influence of gamification on user engagement and retention inside mobile payment platforms (Zhang et al., 2023). This study found that four gamified artifactual affordances - incentives, competition, feedback, and collaboration - significantly increased user retention via the mediation effect of user involvement. Drawing on previous research, the current study seeks to adapt and expand this paradigm to evaluate the link between perceived value and involvement intention in a comparable situation. Building on Zhang et al.'as indicators, this study aims to give insights into constructing successful incentive structures that encourage sustained user engagement and involvement in mobile apps (Zhang et al., 2023).

This section will be divided into two scenarios. In Scenario 1, the user will be presented with a set of missions comprising both non-financial tasks, such as accessing the feature page, and financial missions that require the user to make transactions with specific target amounts and completion times. After completing each mission, Customers will receive rewards. This scenario seeks to investigate the perceived value resulting from the overall association between mission type, mission placement, reward type, reward placement, and its impact on the gamification experience and overall mission completion. Scenario 2 will consist of contextual questions with the objective of exploring the relationship between gamification and the intention to complete the overall missions. These questions will revolve around how gamification helps Customers comprehend the features of Mint, as well as its effect on increasing engagement within the app and user loyalty. Responses for each question were captured through a five-point Likert scale varying from 1 = strongly disagree to 5 = strongly agree.

Table 2. Hypothesis 3 Experiment – Scenario 2  

Methodology

The Chi-square test, also known as Kai Kuadrat, is a non-parametric comparative analysis conducted on two variables, both of which possess nominal data scales (Hadi, 2000). When one variable among the two is of a nominal scale, the Chi-square test is applied, with reference to the requirement of using the test at the lowest degree. Among non-parametric tests, Chi-square is the most widely utilized. However, it is important to note that the prerequisites for this test include a substantial sample size or respondent frequency, as there are specific conditions for its application:

1.            The frequency table must not have any cell with an actual count (F0) of 0. 

2.            In the case of a 2x2 contingency table, no single cell should have an expected count ("Fh") less than 5. 

3.            If the table extends beyond 2x2, for instance, a 2x3 table, the count of cells with expected frequency less than 5      should not exceed 20%. 

The chi-square test is an effective instrument for detecting whether there is a significant relationship or discrepancy between observed and predicted frequencies in categorical data. It allows researchers to determine if observed differences are purely coincidental or suggestive of true differences between groups, which is especially useful when examining nominal or categorical data when occurrences or conditions are enumerated. Researchers can use the chi-square test to determine if a set of counts is statistically consistent with an expected set or if several categories are statistically independent. Notably, this test is non-parametric, which means it does not make assumptions about data distribution, making it useful in a variety of study domains. Given these benefits, the author used the chi-square test to evaluate a gamification survey with numerous categories to examine. This choice was motivated by the need to investigate the links between task priority, delay discounting, perceived value, and participant intention. Furthermore, the chi-square test's capacity to uncover associations without being confined by non-parametric data strengthened its eligibility for this research. Furthermore, given the possible language differences between the Bahasa Indonesia and English, a linguistic Model (LM) check was used during the manuscript's writing process to verify grammatical accuracy and clarity.

Analysis

An online survey was sent to 18,299 Mint customers via email, yielding 195 replies in 5 days. Participants were chosen based on their duration with Mint, assuring registration within three months. This criterion is consistent with Mint's gamification approach, which aims to educate new Customers about Mint features throughout their first three months. The study's findings are shown in Table 4. To test the research hypotheses involving mission type, reward preferences, and placement combinations, the author intends to look at the relationship between work priority, delay discounting, perceived value, and participation intention. As a result, the author elected to use chi-square analysis for a variety of reasons. However, due to copyright restrictions, it is currently not possible to make the entire research scenario available, as some details may reveal the Mint business strategy.

Chi-square analysis is appropriate for investigating the relationships between categorical variables, which include aspects impacting customer involvement in the Mint gamification initiative. It also allows for the comparison of observed and anticipated frequencies, making it easier to identify discrepancies or connections in the data. Chi-square analysis, being a non-parametric test, does not require a specific data distribution, making it appropriate for assessing a wide range of answers without precise criteria. As a result, chi-square analysis will give useful insights into the relationships between variables, increasing the effectiveness of Mint's gamification campaign. Due to research limitations, the author has put certain constraints on the analysis. Some survey items were not subjected to chi-square analysis since they provided supplemental information rather than directly addressing the major hypotheses to be investigated. In addition, only successful analyses (variables with significant chi-square associations) were reported in the explanation section. As a result, several non-significant variables from the chi-square analysis may require more inquiry in future research to acquire a better understanding of why they did not show significant correlations between the variables.

Hypothesis 1: Users exhibiting higher levels of task prioritization are likely to have a positive correlation with utilitarian perceived value in gamification missions.

To test the hypothesis, the author examined task prioritization: the mission placement and mission type. Related to mission placement, the research demonstrated a distinct inclination for one-time transactions in mission placement (Option A), which applied to both transactional missions with low commitment (QRIS) and high commitment (saving). These types include low commitment mission/QRIS (equivalent to 65.1% popularity) and high commitment mission/savings. Remarkably, 30.3% of respondents who selected option A emphasized the significance of value of rewards given (Aspect F) as their primary aspect when choosing a mission to complete. The analysis confirmed a significant relationship between mission placement (Option A) and mission selection criteria (Aspect F) with the determination to complete the mission (asymp. Sig 0.00 < 0.05). However, concerning mission type as individual variables, there is no meaningful association with mission fulfillment. The noteworthy aspect of this section is that Mint Customers prefer to do one-time missions for both daily and monthly missions. In order to motivate them to complete the mission, Mint should align the mission with the preferred rewards, namely value of rewards given, as these are the main incentives for choosing a mission to complete. This indicates that task prioritization aspects (mission type and mission placement) can only have significance when combined with high reward (utilitarian value), as this may create a sense of worthiness in terms of perceived value.

Hypothesis 2: Users with higher delay discounting tendencies are expected to show a positive relationship with utilitarian perceived value concerning gamification rewards.

To test the hypothesis, the author examined two variables: the reward placement and reward type. Related to reward placement, the research demonstrated a distinct inclination where Customers choose Option B  (receive rewards after every completion of an individual task). Among those who chose option B, 27.7% specifically designated mission 1 (which entails the act of opening the profile menu and verifying the account number) as their primary mission to fulfill. A corresponding 27.7% selected Aspect F (which takes into consideration the quantity of rewards granted) as a factor to take into account when deciding on a mission. Out of the four available alternatives, Option B (a fusion of points and cashback offered upon the completion of an individual task) garnered the highest level of preference, being selected by 51.8% of the participants. Additionally, the examination confirmed a significant correlation between the placement of rewards with the primary mission to be completed (asymp Sig 0.028 < 0.05), the placement of rewards with the crucial aspect of mission selection (asymp Sig 0.050 < 0.05), and the influence of reward type and reward placement on the primary mission to be completed (asymp Sig 0.000 < 0.05). The notable aspect of this section is that Mint Customers prefer to receive a reward upon the completion of each individual task, as this may provide a sense of direct accomplishment. The amount and type of reward, including the combination of cashback and points, also play a significant role in attracting Customers to engage in the primary mission and bolster their determination to complete the overall mission.

Hypothesis 3: Users perceiving higher utilitarian value are anticipated to exhibit a positive inclination towards increased participation in gamification within the digital banking.

To examine the hypothesis, the author investigated two primary variables: the perceived value and perceived intention. Concerning perceived value, one of the six aspects taken into account when selecting a mission, Aspect F (specifically the reward amount) was favored by 76 participants. In regards to perceived intention, it also appears to have a direct correlation. As for those who chose aspect F, it is worth noting that a significant 76% of the participants expressed their agreement or strong agreement with the idea that they would be more inclined to regularly use the Mint application if the gamification rewards offered were increased. Moreover, out of the respondents, 21 individuals, constituting 10.8%, hold significant prominence among those who express agreement or strong agreement in making Mint their primary bank. Out of these individuals, 25 (12.8%) strongly agreed, while 32 (16.4%) agreed to recommend the Mint application to their friends and family. Additionally, the investigation confirmed a significant correlation between the most considered aspects in mission selection and the frequency of using the Mint application (asymp Sig 0.032 < 0.05). Furthermore, there is a relationship between the most considered aspects in choosing a mission to be completed and making Mint a primary bank (asymp Sig 0.002 < 0.05). Additionally, there is a relationship between the aspects most considered in mission selection and recommending Mint to friends and family (asymp Sig 0.018 < 0.05). An important aspect of this section is that the Mint management team should align their overall strategy with a relatively high reward amount, easily achievable mission targets, and relevance to user financial activities in order to create an engaging gamification experience for Mint Customers. Moreover, this research reveals that through effective gamification, user engagement in using the Mint app can be increased, leading to higher levels of loyalty as Customers choose Mint as their primary bank and recommend it to their family and friends.

Furthermore, Table 4 shows a detailed chi-square analysis of the variables Task prioritizing, delay discounting, perceived value, and participation intention. It is important to highlight that, due to research limitations, the author only gives the whole analysis for variables that show a statistically significant link. 

Table 4. Chi-Square Analysis Result

Based on the analysis, we identified some of Mint users' attitudes regarding gamification in digital banking based on the experiment undertaken. The first hypothesis holds that persons with a higher proclivity for delay discounting are more likely to have a positive relation with utilitarian perceived value of gamification rewards. Mint Customers have a distinct preference for completing one-time missions that include both low-commitment tasks (such as QRIS) and high-commitment endeavors (such as saving missions) within the gamification mission, as evidenced by the Chi-square analysis. Furthermore, the research found that users who choose one-time missions (indicating a greater emphasis on task prioritizing) see reward value (utilitarian value) as the most important factor affecting their choice in the field of gamification. As a result, a key observation to make in developing the approach is that customers have no clear preference for the nature of the mission itself, as long as it can be finished inside a single play session and they will receive reward accordingly. This conclusion is consistent with the behavior of other popular gamified applications that reward users after completing tasks (such as Duolingo or Epic Win) (Prasad et al., 2020). The falling value of benefits over time corresponds to Scholten and Read's delay discounting tendency hypothesis, which states that delayed rewards lose appeal (Scholten and Read, 2010).

The second hypothesis proposes that customers with high degrees of delay discounting have a favorable relationship with utilitarian perceived value in gamification missions. After doing chi-square analysis, a significant pattern appears, indicating that customers prefer to receive benefits such as cashback, points, or donations after completing each specific gamification mission. Given the phenomenon of delayed discounting, the preference for immediate rewards after task completion is significant. Furthermore, study results show that cashback is the most popular reward among consumers due to the direct utilitarian value it delivers to them. Mint management must prioritize the deployment of such a reward system in order to maintain user interest and motivation. As a result, within the strategy framework, it is critical to include a reward mechanism in which each gamification mission accomplishment is followed by the disclosure of a cashback or other monetary incentive that provides direct benefits to the user. This is consistent with utilitarian value theory, which suggests that people assess functional gains and trade-offs that directly affect them (Mehrabian and Russell, 1974). Furthermore, this study demonstrates how effective gamification may improve user engagement with the Mint app, resulting in improved loyalty as people choose Mint as their primary bank and promote it to others. This lends credence to the idea that people who have specific behavioral objectives are more task-oriented and utilitarian in nature.

Lastly, this research indicates that customers who perceive a higher utilitarian value are likely to demonstrate a positive inclination towards increased engagement in gamification within the realm of digital banking. The analysis conducted through chi-square testing revealed three distinct behavioral patterns. Firstly, it was observed that a heightened utilitarian value associated with gamification tends to prompt users to engage more frequently with Mint Bank. Moreover, these users are inclined to designate Mint as their primary banking institution and may even advocate for it within their social circles. This propensity can be attributed to the practicality of direct benefits that users expect to derive from their participation in gamification activities and their choice of Mint as their preferred banking service, as opposed to being driven solely by hedonic values such as excitement or personal attachment to the overall app experience. It is important to note that this observation pertains specifically to Mint customers, suggesting that this particular demographic may place greater emphasis on utilitarian value when utilizing banking services. Furthermore, this study only included one experimental session, which is a standard strategy in the literature; nonetheless, further research is needed to examine the long-term consequences of this mission-driven gamification. The impacts seen in our study apply to other digital banking users in developing countries with comparable cultural and economic situations need to furtherly evaluate

This study contributes to understanding the psychological aspects that determine the success of deliberate gamification in the context of digital banking in Indonesia. By going into ideas such as temporal discounting theory and utilitarian value theory, it reveals how the distribution of reward placement, task prioritization, and perceived value have positive relationship with user engagement and loyalty. Furthermore, the result that users prefer immediate small incentives over delayed higher ones is consistent with existing theories on temporal discounting, giving real support for these ideas in the context of digital banking gamification. 

From a management standpoint, this study offers useful information for digital financial institutions, particularly those trying to increase customer engagement and loyalty using gamification strategies. The popularity of one-time missions and prizes for performing specified tasks emphasizes the necessity of creating gamified experiences that provide consumers with immediate, concrete advantages. Furthermore, the emphasis on substantial reward values, realistic mission objectives, and connection with users' financial activity highlights the need of banks tailoring gamification efforts to meet consumer preferences and behavioral objectives. Understanding these concepts allows banks to improve their gamification tactics, encouraging long-term user participation and, eventually, cultivating user loyalty towards the Bank.

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