Gamification refers to the application of the elements of gameplay in non-game scenarios, in order to improve user engagement. In a purely business context, it implies combining game mechanics into business processes or marketing campaigns to enhance employee productivity or customer loyalty.
When Gamification is directed towards employees, it is called employee Gamification, while Gamification used for improving customers’ engagement towards a particular brand is known as customer Gamification. Gamification usually involves the use of badges, points, ranks, avatars, etc., in order to create a setting similar to games.
The global Gamification market is at a nascent stage but is likely to make great strides in the coming years. The market is expected to grow at an impressive CAGR of 32% during 2019 to 2024 and reach a value of $40 billion by the end of 2024, from $6.8 billion in 2018.
Gamification offers numerous benefits such as a better learning experience, instant feedbacks to participants, and positive behavioral changes. All such advantages offered by Gamification have made it popular for meeting learning needs like induction, soft skills, customer support, etc. This, in turn, is playing an important role in driving the global Gamification market.
Gamification has also been recognized as an effective way to induce innovation and enhance productivity and engagement. So, increased need for customer and employee engagement and enrichment of user experience are going to drive the market for Gamification. The growing penetration of smartphones and internet will also give a major boost to the market.
E-learning has wide acceptance across the globe and Gamification solutions in e-learning help increase learner engagement and ensure a better learning experience. It also provides a better learning environment. So, in the coming days, the adoption of Gamification in e-learning is expected to increase, which will foster the growth of the global Gamification market.
Other factors that will have a positive impact on the Gamification market are, integration of social networking platforms, introduction of more innovative products by UX designers, and integration of advanced technologies like Artificial Intelligence (AI). The integration of AI into Gamification helps provide real-time tracking of data, along with improving operational efficiency.
In 2018, North America held the largest share of the global Gamification market. The dominance of North America is likely to continue in the coming years as well due to the presence of technology innovators and growing adoption of Gamification for business operations in this region. However, the Asia-Pacific region is expected to register the highest CAGR in the coming years, owing to the increasing adoption of BYOD (Bring Your Own Device) by SMEs.
Some of the major players in the global Gamification market include Microsoft Corporation, Salesforce.com, Inc., Gamifier, Bunchball, Leveleleven LLC, BigDoor, Alive Mobile, CloudCaptive, Gamify, and iActionable, among others. These players are adopting the strategies of new product launch and development of advanced technologies to maintain their competitive advantage in the market.
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