Gamification can be defined as the applications in problem solving where ‘game mechanics’ and ‘game thinking’ are used in non-game scenarios for the purpose of engaging users. This has been studied about and used in the domains for physical exercise, user engagement, timeliness and learning. It aims to target the instinct in human beings which entices performance by way of motivation through novel, rewarding, competitive fun ideas which make it similar to an experience of playing a game. For delivering the setting similar to a game it uses the concepts of badges, points, avatars, levels, ranks etc. generally used in combination with each other to promote motivation in which an event chain leads from one reward to the other existing on some e-commerce website or on the internet. At the heart of it all,gamification is a technique of marketing which when used for the engagement of customers towards a specific brand is called customer gamification and when directed towards employees for strategies regarding the organization is called employee gamification. Consumer gamification increases referrals and purchases whereas employee gamification can work for motivation of employees towards organizational strategies, disciplinary plans and tasks aiming for decreased attrition and increase in productivity.
The markets for gamification can exist independently but the platforms in which they are played are the same. Every vertical in the industry is adopting gamification and not just entertainment sector but sectors in retail, education, healthcare and BFSI are also applying it. The segments in which the market can be divided into are the platforms, service providers, and type of solutions, mobile SDK and open source platforms. The largest share of the market is taken up by the service providers and platforms. The open source type platforms will grow more. If the market is segmented on the basis of industry verticals then the segments would be as BFSI, media and publishing, healthcare, public sector, consumer goods and retail. The maximum growth among these segments is expected to take place in the retail segmentas it has the largest of the market share which would be followed closely by the healthcare and pharmaceutical segment.
The current situation in this market is such that the major challenge being faced by the players in this market is the introduction to the concept of gamifying applications of business processes to new businesses or consumers. However the rates of success of the firms already implementing gamification will overcome that challenge. Currently the major providers of gamification services are Badgeville, Comarch, 500Friends, Dopamine and Gigya.
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