ATFX has implemented Swiset's tournament infrastructure to enhance trader engagement across its global operations, the companies announced today (Wednesday). The partnership aims to incorporate trading gamification into ATFX's service offerings through Swiset's white-label technology.

ATFX Implements Swiset Tournament Technology to Boost User Retention

The collaboration enables ATFX to host trading competitions designed to increase user activity and retention by adding competitive elements to standard trading experiences. Swiset's platform provides the technical framework for organizing and managing these tournaments while maintaining ATFX's branding.

“Integrating Swiset's tournament infrastructure into our ecosystem enhances our ability to deliver data-driven, gamified engagement strategies,” said Weems Chan, Global Head of Marketing at ATFX. “This partnership enables us to boost client activity, reinforce retention metrics, and provide an enriched user experience.”

The tournament system creates a competitive environment where traders can participate in organized events, potentially adding a community aspect to what is often an individual activity. The platform tracks performance metrics and manages leaderboards while participants trade through their ATFX accounts.

ATFX is likely drawing on the positive experience it has gained in the proprietary trading sector, which it recently entered under its own brand, ATFunded. The challenge-based model clearly demonstrates that retail investors are interested in turning everyday trading into a more competitive and gamified experience.

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Financial Services Gamification

“We believe that trading can be both serious and fun,” Santiago Valencia, Co-Founder of Swiset, emphasized the dual purpose of the tournament technology. “Our tournament solution helps brokers like ATFX connect with their traders in a meaningful way-boosting engagement while showcasing their brand.”

Swiset has been actively growing its presence in the financial technology sector, having recently acquired PFT (Proprietary Firms Tech) and implemented artificial intelligence solutions to enhance proprietary trading operations.

The partnership represents a growing trend among brokerages to incorporate elements of gamification into financial services. By introducing competitive structures familiar from gaming environments, financial firms aim to increase user engagement while maintaining their core trading services.

Regulators, however, have a very different view of this practice. According to the U.K.’s Financial Conduct Authority (FCA) , game-like elements in trading apps—such as tournaments, which clearly fall into this category—can lead to overtrading and risky decision-making in an industry where, on average, only one in five traders turns a profit.

The UK market watchdog called on trading app operators to stop gamifying trading as far back as three years ago. However, what the regulator wants does not always align with the interests of brokers or the demand from traders themselves, many of whom have a high appetite for risk.