More Than Games: Discover how Scottish Widows is using gamification and customer-centred thinking to reimagine financial engagement.
Speakers
Rose Ulldemolins, Lloyds Banking Group
Maighread Simpson, Lloyds Banking Group
Brian Baglow, Scottish Games Network
Agenda
6:00pm - Arrive, Refreshments and networking
6:30pm - Start of talk
7:30pm - Questions and answers
7:45pm - Close
Synopsis
More Than Games from the Scottish Games Network translates game innovation into real-world solutions. In this session discover how Scottish Widows is using gamification, innovative app design, and customer-centred thinking to make pensions and financial planning more engaging, accessible, and meaningful. Maighread Simpson will share the strategic vision driving digital engagement across Scottish Widows, while Rose Ulldemolins will showcase how that vision is brought to life through technology, design, and experimentation. Together, they'll explore the end-to-end process of creating engaging digital experiences that educate, motivate, and empower people to take positive action towards their financial future.
About the speakers
Rose Ulldemolins - Lloyds Banking Group
Rose is a Lead Engineer at Lloyds Banking Group, leading the engineers who build games and gamified digital journeys for Scottish Widows. She works at the intersection of engineering, technology and creativity, exploring how new technologies and approaches can be used to solve complex problems and create more engaging digital experiences. She’s particularly passionate about pushing the boundaries of what technology in financial services can look and feel like.
Maighread Simpson - Lloyds Banking Group
Maighread is a Senior Product Owner at Lloyds Banking Group, leading games, gamification and engagement for the Scottish Widows mobile app. She leads multidisciplinary teams in experimenting with new approaches to help people engage with their future finances. Before this, she built her product expertise across technologies in both the public and private sectors. Driven by a passion for using technology to help people, she strives to create experiences that make planning for the future feel simple, rewarding and even fun.
Brian Baglow - Scottish Games Network
Brian is the Founder and Director of Scottish Games Week which launched More Than Games as part of Scottish Games Week in 2022, funded by the Scottish Government. Today, More Than Games connects games studios with other sectors to solve real-world challenges. Our platform facilitates collaboration utilising game design methodologies, tools & technologies to innovate more playfully. Brian brings more than 5 years of experience in videogames, starting his career as a writer at the legendary DMA Design, Brian helped bring Grand Theft Auto to life. In 2026 he wrote Level Up Scotland: Scotland’s Games Action Plan.
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