The aim of the research is to study the phenomenon of gamification in the Russian stock market. The introduction covers the theoretical foundations of gamification, its evolution in global and Russian financial practices, as well as the relevance of integrating game mechanics into banking and investment services. The research methods include analyzing existing practices of gamification integration into digital ecosystems, comparative studies of user engagement models, and the development of a system of project metrics to evaluate the effectiveness of introducing game elements. Specifically, key performance indicators are proposed, such as user registration and activation, engagement levels, achievement of educational goals, monetization, and satisfaction metrics (NPS, CSAT). The research results show that properly implemented gamification contributes to increased user interaction time with the platform, the formation of sustainable investment habits, growth in real investment actions, and improved overall financial literacy. The "SberInvest: Path to a Million" project is described as an example of a potential gamification platform aimed at attracting new investors, increasing the activity of existing clients, and stimulating regular investments. The discussion section highlights the prospects for further development of gamification approaches in the Russian investment sector, evaluates the potential risks associated with integrating game mechanics into existing banking applications, and emphasizes the importance of creating a separate platform to minimize technical risks. The research findings confirm the high effectiveness of gamification as a tool for the development of the Russian investment market and the justification for its active application to engage a wide audience. However, there are risks related to potential user data vulnerabilities, challenges in integrating with existing banking services, and the possibility of overloading users with excessive information.
Paliy et al. (Wed,) studied this question.