Gamification refers to the method to motivate participation, loyalty, and engagement with the technique of game-design elements and game principles in a non-game context.
The global gamification market was valued at US$ 3.3 Bn in 2017 and is expected to register a CAGR of 36.2%.
Key market drivers compelling the growth of the global gamification market are increasing marketing activities across various enterprises with the help of social media which offer rewards and incentives such as coupons or special offers and discounts. Consumers are buying items through their mobile phones, using them in the store to validate coupons, or social networking, or using GPS-enabled apps. Increase in use of display devices such as smart phones and tablets results in increase both user acquisition and retention rates. It also enables word of mouth, increase in social sharing, increase loyalty and provides seamless user experience. The effective elements in app are rewards, virtual goods, badges, leader boards, and progress display. Globally, the online gamer community counts over 800 million people around the world.
However, the concept of one-size-fits-all solutions is expected to restrain the market. In an enterprise implementation, gamification needs to work across several enterprise apps, and can’t be relegated to just one use case scenario (inside sales reps for instance). The availability of single app solution is not suitable for every department and across industries. In addition, every organization have different goals, structures and requirements.
Market players are focusing on partnership with software and service providers in order to enhance its presence across the globe and broaden its product portfolio through product enhancement. Moreover, Augmented and virtual platforms can be a lucrative opportunity for various gamification market vendors in order to integrate the use of such platforms in order to engage users and enhance the user experience.
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The global gamification market is segmented into solution type, deployment type, customer type, end use industrial verticals and region. On the basis of region, the global gamification market is segmented into North America, Europe, Asia Pacific, Latin America, Middle East & Africa.
The market in North America is expected to dominate the global gamification market in terms of revenue owing to high adoption of customer-based solutions and enterprise-based solutions are driving the gamification market in North America. The market in Europe is expected to grow at the highest CAGR, high penetration of mobile gaming.
Prominent players in the global gamification market include Microsoft Corporation, Salesforce.com Inc., Badgeville, Inc., Bunchball Inc., Arcaris Inc., SAP SE, Big Door Inc., Gigya Inc., Faya Corporation, and LevelEleven LLC.