The global gamification market size is expected to advance at a CAGR of 24.2% during 2022–2030, to reach USD 70.4 billion by 2030. This is ascribed to the recognition of employee performance, to boost employee engagement, and growth in the number of people using smartphones.
APAC is expected to show the fastest growth, at a CAGR of more than 25%, attributed to the growing internet and smartphone penetration, surging focus of corporates on improving workforce engagement and employee motivation, increasing integration of advanced solutions into e-commerce and social media platforms, and extensive demand for these solutions by marketing companies for enhanced customer engagement with the brand, to further prompt repetitive purchases. Moreover, the increasing count of technology-centric initiatives of governments are expected to positively influence the market growth in the near future.
Additionally, the increasing internet penetration in China and India is providing growth opportunities for the players in the market, especially with respect to the technology adoption in the marketing and advertising industry. Moreover, with the growing urbanization and tech-savvy consumer base, the APAC region is expected to witness notable growth in the demand for gamification solutions among all industries.
The key factors contributing to the growth of the market are the high internet penetration rate, surging focus of the education industry on the implementation of gaming techniques in e-learning, and increasing adoption of this technology among e-commerce companies.
The market in Europe is also growing at a high pace, attributed to the increasing utilization of these techniques in e-learning platforms, growing mobile gaming industry, surging demand for gaming tools for improving the performance of call center agents, and surging focus of companies on improving customer experience by implementing gaming elements in their interaction.
This is also due to the growing emphasis of enterprises on digital transformation, for the effective management of data, and the increasing adoption of gamification techniques for business applications, including marketing, sales, and analytics.
One of the major drivers for the growth of the gamification market is the rising demand for solutions that facilitate enhanced customer experiences. This has proved to be essential in application areas such as product exploration, loyalty programs, interactive communication, and game-based marketing. Companies are now facilitating product exploration through gaming elements, such as quizzes and personalized recommendation games, which makes the customer experience with the brand more extensive and enjoyable. Interactive communication facilitates consumer access to information in the frequently asked questions (FAQs) section, thus offering them an easy and quick understanding of the brand.
Besides, loyalty programs, which include elements such as reward-based promotions, personalized avatars, and progress indicators, encourage users to share information and invite other users to join the program or consider product purchases, thereby resulting in increased customer engagement and product sales for the company. Game-based marketing includes campaigns that influence the behavior of customers and encourage them to make product purchases, thus establishing a positive brand image in the minds of customers. Hence, in view of the vast application area where gamification can improve customer engagement and brand experience, enterprises are increasingly adopting these solutions, thereby contributing to the market growth.
The most-significant global gamification market players are SAP SE, Indusgeeks Solutions Pvt. Ltd., Axonify Inc., BI WORLDWIDE, TGC Technologies Pvt. Ltd., Gametize, Gamify, Microsoft Corporation, Salesforce.com Inc., and FAYA Corporation.