Cetelem's business objective was to raise brand awareness with younger audiences who are less likely to think about Insurance and Loan companies. I read a lot about gamification and game theory for these projects, and later I found myself coming back to some of the psychological principles behind games to drive engagement in other contexts. The notions of flow, goals, progress and overcoming challengesare common to anyone wishing to retain users and increas eengagement with their digital products. Game theory can teach UX a few tricks about user's motivation.
Recommended reading: Sebastian Deterding on Gamification