The year 2019 is over, so we have thought that compiling the most important milestones and trends in gamification for companies for 2020 would be a great idea.
Global gamification market is valued nowadays between 5.5 and 6 billion dollars and it is estimated that it will reach 40 billion dollars in 2025. Why is the estimated growth of this market so important? There is a very simple reason for this: gamification for companies brings added value.
According to the survey “Gamification at Work” carried out by Talent LMS in 2018:
- 80% of the employees enjoy using gamification software at work.
- Employees feel that gamification makes them more productive (87%), more engaged (84%) and happier (82%) at work.
- 75% of respondents who often play games agreed that they would be more productive if game dynamics were applied to their work.
- Older employees are more motivated by game elements than younger employees.
Gamification is based on 10 primary game mechanics:
- Points
- Levels
- Missions
- Badges
- Leaderboards
- Unlocks
- Events
- Notifications
- Quiz
- Progress
The combination of these 10 features generates competition, collaboration, surprise, community, achievement, engagement and exploration.
Companies such as Adobe, eBay, Panera and Salesforce (B2C y B2B) are already using gamification dynamics, and they have improved their results.
- Loyalty, measured by repeated visits and viral distribution, increased by 30% on average.
- The use of free software trials increased by 40% and the conversion rate increased by 15% (AutoDesk).
- Customer acquisition of Extraco Bank increased by 700%.
If you are interested, check out article “Gamification to increase employee engagement“
What will be the trends in the gamification market for 2020?
1. Growth of the mobile device market and consequently increasing app and personalised game options
2. Deployment of 5G networks
3. Development of Augmented Reality and Virtual Reality
And their increasing use in the games that companies offer to their employees.
4. Millennial and Gen Z employees
More than two thirds of the workforce will belong to the Millennial and Z Generation in 2025. Employees born into these generations perceive the emotional salary as an important part of their wages and interactive entertainment is their main leisure option.
5. Remote working requires incentives
Remote working is widespread. Gamification dynamics helps employees to have a flexible schedule without disregarding their goals, targets, and deadlines.
New gamification techniques for companies
1. Gamification in the long term
In order to change employee behaviour or adapt new effective dynamics, gamification has to be used during an extended period of time. It is important to create an appropriate learning environment that keeps employees aligned with the established goals for several weeks.
2. Increase in the impact
Gamification dynamics can become even more interesting if immersion is enhanced with Virtual Reality, Augmented Reality or Gesture Control. This can include challenges or mini-games to obtain specific results.
3. Customized gamification
Offering made-to-measure gamification experiences to clients is possible thanks to modern technology tools and Artificial Intelligence. Players can enjoy personalized games.
4. Gamification based on social learning
This type of gamification favours player collaboration to face a challenge.
In short, we will witness how gamification services are going to be more developed and personalized.
