Gamification is using game elements and implanting its mechanics in a non-gaming environment to increasing consumer/employee behavior and engagement. It helps in influencing people for competition, recognition, achievement, and self-expression. The popularity of gamification for promotional activities, enhancing the employee’s productivity, and behavioral changes is one of the key factors driving the growth of gamification market. However, there are several concerns associated with gamification such as distracted workforce.

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The integration of social networking platform has further enhanced the effectiveness of gamification, making it reliable for large number of applications such as for crowdsourcing. Gamification has emerged as a key element for the consumerization of the enterprise strategy for large number of B2B companies, for e.g., Oracle, Cisco, and Salesforce. Several organizations are significantly investing in developing gamifications and are leveraging several technologies to uniquely position their competitive advantage.

Gamification technology is predominately being used in retail sector however areas such as healthcare, media, and education is expected to have significant contribution in the coming years. The market for gamification is driven by the increasing number of mobile devices and internet penetration.

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Few of the key happenings are detailed below:

     
• June 2019, Red Tiger has introduced tournaments gamification tool in which players can turn their spins into prizes during competitions. The gamification layer also contains leaderboards on each game, provides real-time information, resulting in enhanced progress tracking throughout the tournament

     
• July 2019, US utility Pacific Gas and Electric Company announced its partnership with Franklin Energy to launch the Home Energy Rewards Program using online gamification

     
• July 2019, Arc Skills has developed a gamified program to teach a new age skill in UAE schools

Conclusively, with growing adoption of technologies, gamification will become more adaptive supported by advancing hardware and software components. Considering significant demand in retail, gamification will certainly spread across verticals such as education, media, and healthcare. Gamification is expected to play an important role in enhancing user engagement and loyalty.

- Rahul K Pandey
ICT - Research Analyst
Infoholic Research