In a world where digital meets reality at terabyte speed, BMO, a Canadian Bank, made a daring move to improve checking acquisition with a younger audience that no one saw coming– and it worked. A Canadian bank known for its history, tradition, and extensive branch network dives headfirst into a space few would have predicted—a space where banking hours don’t exist and financial advice is delivered over a gaming headset. BMO didn’t just dip a toe into the gaming world; they built the first-ever bank branch on Twitch, the ultimate live-streaming platform for gamers.
The Problem: A Generation MIA from Traditional Banking
Let’s face it—if you’re under 35, the thought of walking into a bank might sound as thrilling as a trip to the dentist. This was the problem BMO faced. They had a key audience, the under-35 crowd, that was practically allergic to traditional banking practices. It wasn’t just that these folks weren’t interested in visiting bank branches—they weren’t even thinking about banks. Instead, they lived in a different ecosystem where apps were trending, and the digital world was king. For BMO, the writing on the wall was clear: adapt or risk fading into irrelevance.
The Research: Cracking the Code on Millennial Habits
BMO didn’t just throw ideas at the wall. They dove into research, digging deep into what made this elusive generation tick. The results? A bit surprising. Millennials weren’t just casual gamers; they were serious about gaming: over 22 hours a week.
For this group, gaming wasn’t a hobby but a lifestyle. And it wasn’t just about playing games—it was about community, entertainment, and engagement.
The Insight: Go Where They Play
The real insight? Younger generations weren’t avoiding banks and branches in Canada. They weren’t even in the country but thriving in an entirely different, digital world.
The question for BMO wasn’t “How do we get them into the bank?” It became, “How do we bring the bank to them?”
Here’s where BMO hit its breakthrough. Instead of fighting to maintain the old ways of banking, they flipped the script. If gamers were spending hours on platforms like Twitch, why not meet them there?
What if banking could be as easy, natural, and engaging as gaming? And just like that, BMO’s game-changing idea was born: NXT LVL Banking—a banking experience embedded in the very heart of the gaming world.
The Strategy: Welcome to NXT LVL Banking
With NXT LVL, BMO didn’t just show up on Twitch with a logo. They created an entire ecosystem. It was bold. It was new. It was different.
And it was built from the ground up for the gaming generation. Here’s how they pulled it off:
- Banking While Gaming: A Twitch channel where gamers can access banking resources and even do transactions without leaving the game.
- Always-On Financial Hub: A 24/7 Discord server that kept the financial conversations going long after the streams ended.
- Live Streams with a Twist: Every Thursday night, BMO merged gaming with financial education in a way that didn’t feel like homework.
- Gaming Relations Specialist: They hired Sean Frame, a dedicated expert to bridge the gap between the gaming world and finance.
- Interactive Features: You could apply for a loan or a credit card on Twitch—no extra steps, no fuss.
The Results: Eye-Opening Engagement
The numbers speak for themselves:
– 8.9M+ Total Views
– 15,000+ Brand Hours Watched
– 13% Increase in Digital Account Openings
What started as a wild idea turned into a massive success. BMO didn’t just grab attention—they turned it into business results. Bloomberg hailed the campaign, and Reddit exploded with comments like, “WTF?! BMO is on Twitch.”
Lessons to Learn: 5 Major Learnings from BMO’s NXT LVL Campaign
1. Meet Your Audience Where They Are
Don’t expect your audience to come to you—go to them. BMO recognized that gamers weren’t avoiding banks; they just lived in a different digital space. By entering their world on Twitch, BMO showed the power of reaching customers where they already are rather than waiting for them to show up.
2. Authenticity Builds Trust
Genuine connections matter. Hiring a Gaming Relations Specialist wasn’t just a flashy move; it proved BMO was serious about understanding and integrating into the gaming community. Authenticity isn’t negotiable when entering a new space, especially one as close-knit as gaming.
3. Engagement Without Friction
The key to keeping customers engaged is making it easy. BMO allowed gamers to bank without interrupting their flow. This seamless integration created a natural banking experience, removing barriers and making financial services feel like just another part of their daily digital life.
4. Mix Entertainment with Education
Financial advice doesn’t have to be boring. BMO turned banking into something approachable by blending it with entertainment. This “edutainment” approach transformed how younger generations engage with financial literacy, making it fun and valuable.
5. Take Risks and Measure Results
BMO took a bold risk by creating a bank presence on Twitch—a move that could have easily failed. However, they turned risk into reward by solving real problems and understanding their audience. Importantly, they measured what mattered: increased account openings and genuine customer engagement, proving that creativity and strategy can drive tangible business results.
Good to Groundbreaking
From “They thought they were leveling up characters, not credit scores” to “BMO didn’t just break the fourth wall—they built a bank branch in it,” this campaign proves that the lines between worlds are there to be crossed. In the battle royale of relevance, BMO found the ultimate power-up: real connection.
And in a world where gamers thought they were playing for fun, BMO showed them how to level up more than their avatars.
