Gamification Market Overview
The global gamification market size was $960.5 million in 2014 and it is expected to reach $22,913.0 million by 2022, at a CAGR of 41.8%. Gamification refers to the technique of integrating a purposeful game design in day-to-day activities to engage and motivate people for achieving their goals. This technique is usually based on the concept of tapping people’s desires and needs related to their virtual status and achievement. The achievements in gamification are in the form of points, scores, level crossing, and several others.
GLOBAL GAMIFICATION MARKET SIZE, BY APPLICATION, $M (2012 - 2022)
The gamification market is increasing due to its growing application in corporate sector, growing penetration of gadgets with display, and rapid uptake of social networks. The advantages of gamification, including motivation and customer engagement, have been encouraging organizations and individuals to utilize them. Apart from this, as gamification involves techniques to enrich customer loyalty and employee productivity, it plays an important role in the growth of the company, and this factor has gained traction on the global scale in the recent past. Gamification is also used in various companies as a cost effective and efficient marketing tool to increase the overall head count base.
Entertainment industry is one of the early adopters of gamification technology. The entertainment industry uses mechanisms like points, progress bars, achievement badges, leader boards, and virtual currency through gamification. The gamification approach in the industry also helps various companies to improve sales, increase customer engagement, increase brand loyalty, improve employee motivation, and drive business collaborations.
Geographically, North America has been the largest contributor to the global gamification revenue. However, the gamification market is expected to witness a substantial growth in Asia-Pacific during near course of time. This is primarily due to the growing population, especially in countries such as India and China, and rapid increase in the adoption of smartphones and digital devices by different age groups. In addition, the creative innovation mindset of population in the region to develop smarter and user-friendly gaming applications is also expected to push the growth of gamification market in near future.
Gamification Market Dynamics
The gamification market is being driven by several factors such as its increasing adoption in corporate and institutions, and people’s growing engagement with social networking sites. The advantages of gamification also include motivation and customer engagement, which have been encouraging the organizations and individuals to utilize them more on a regular basis.
The increasing passion for gaming in Southeast Asia and growing number of gamification applications in consumer survey, are expected to be the major growth opportunities for the gamification market. Apart from this, the gamification market also holds other growth opportunities such as proliferation of information in digital world and popularity of bring your own device (BYOD) in offices. The emergence of level progress technique and increasing impact of gamification in learning, are the major trends observed in this industry. One of the roadblocks to the growth of the market is the lack of awareness about the various advantages of gamification. Inappropriate or unimaginative game designs is another factor hindering the market growth. However, its impact is expected to be moderate during the forecast period.
The impact of gamification in learning over traditional methods has been increasing. The learners in industries and institutions feel more motivated by learning through points and rewards. According to a study conducted by the University of Colorado on the impact of simulations and games among adult learners, gamification techniques offer 14% higher skill-based knowledge, 11% higher factual knowledge, and 9% increase in knowledge retention rate, over the traditional methods of learning.
The increasing penetration of gadgets with display has been one of the major drivers for the gamification market. The population in Southeast Asia has high level of digital enthusiasm. The population in the region readily adopts digital entertainment. The swift growth rate of laptops, mobile phones and tablets is a key indicator for this. About 95% of the population in Singapore and Malaysia own a laptop or personal computer. About 64% of the internet users in Indonesia are also regular users of social media, which is much higher than the global average of 54%. Nearly half of the internet users in Southeast Asia play online games every week, of which every 6 out of 10 play them on social networking websites.
Display gadgets, such as laptops, tablets and smartphones, are some of the mediums that connect the gamification technology to its target audiences. The increasing penetration of such gadgets is eventually driving the growth of the global market. For example, automotive manufacturer Ford, offers reward points such as 100,000 oil-free EV miles, if the user reaches a certain level in their MyFord Mobile application. The healthcare company- Bayer, has a glucose-monitoring program in the form of a gadget- Didget, that helps children manage their diabetes by rewarding them for building consistent blood glucose testing habits to meet personalized glucose targets.
Social networks are one of the most popular utilities of internet that engage people from various groups onto a common online platform. The reward and status elements are implicitly and explicitly embedded in people’s engagement with online communities. Game elements and competition are interspersed throughout the platform for social networks such as Facebook and Twitter. The increasing penetration of social network is therefore, driving the growth of the gamification market.
Gamification Market Competitive Landscape
North America has accounted for the largest share in gamification market. However, the markets in developing regions, including Asia-Pacific, Latin America and Middle-East & Africa, are expected to witness higher growth as compared to the developed regions, such as North America and Europe.
To capitalize the upcoming growth wave of the gamification industry, several big companies are stepping into the market with alliance and expansion strategies. Some of the key players in this market are Badgeville Inc., Gigya Inc., Bunchball Inc., Kuato Studios, SAP SE, Cisco Systems Inc., Microsoft Corporation, BigDoor Inc., Knewton, and Lithium Technologies Inc.
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