Liv Launches Game On Deposit, a Gamified Fixed Deposit Account

Liv, the digital banking platform operated by Emirates NBD, has launched Game On Deposit, a gamified fixed deposit product that ties interest rate bonuses to sports tournament predictions.

The product allows customers to open a fixed deposit account and make predictions about the outcomes of major sports tournaments. Correct predictions earn customers an interest rate boost of up to 10% on their deposited funds, adding a competitive, entertainment-driven layer to a traditional savings product.

The launch was timed to coincide with major international football tournaments, targeting the large sports-following demographic among UAE residents. Liv said the product is designed to appeal to younger, digitally native customers who respond to interactive financial products rather than conventional deposit offerings.

Gamification in banking has gained traction as digital banks and neobanks seek ways to differentiate their products and increase customer engagement. By turning a fixed deposit into an interactive experience, Liv aims to attract deposits from customers who might otherwise keep funds in current accounts or competing savings products.

Liv has established itself as Emirates NBD's digital-first banking brand, targeting millennials and Gen Z customers with a distinct visual identity and product set that differs from the parent bank's traditional retail offering. The digital bank has been experimenting with lifestyle-oriented financial products, including partnerships with entertainment, dining, and travel brands.

The Game On Deposit product is available through the Liv app and carries the same deposit protection as standard Emirates NBD savings products.