게이미피케이션 시장 : 시장 점유율 분석, 산업 동향 및 통계, 성장 예측(2025-2030년)

The Gamification Market size is estimated at USD 19.42 billion in 2025, and is expected to reach USD 61.30 billion by 2030, at a CAGR of 25.85% during the forecast period (2025-2030).

The surge in smartphones and mobile devices has significantly bolstered the gamification market. As businesses increasingly recognize gamification's potential, they are leveraging it to shape human behavior, driving innovation, productivity, and engagement. The widespread adoption of mobile technology has created a fertile ground for gamification strategies to thrive, offering new avenues for businesses to connect with their audiences in more interactive and engaging ways.

Key Highlights

• This growth is further supported by the increasing sophistication of mobile devices, which now offer advanced features such as augmented reality (AR) and virtual reality (VR), enhancing the gamification experience.
• Moreover, users can now share their experiences by integrating with social networks, amplifying the platform's impact. Social media integration allows gamified applications to reach a broader audience as users share their achievements and progress with their networks, creating a viral effect.
• Marketers, leveraging mobile apps, can conduct surveys, even single-question ones, gathering valuable insights from their target audience. This real-time feedback mechanism enables businesses to tailor their marketing strategies more effectively, ensuring they meet the evolving needs and preferences of their customers.
• Recent research from MIT highlights that agile organizations not only witness accelerated revenue growth but also enjoy a 30% higher profitability compared to their non-agile counterparts. This underscores the importance of adopting flexible and responsive business practices in conjunction with gamification strategies to achieve optimal results. Furthermore, the ability to collect and analyze data from gamified interactions provides businesses with deeper insights into consumer behavior, allowing for more targeted and effective marketing campaigns.
• While businesses are increasingly adopting gamification, many are doing so in a rather generic manner, relying heavily on point systems, leaderboards, and badges. This approach, lacking a nuanced balance between competition and collaboration, risks undermining the method's potential, with an estimated 80% of efforts falling short of expectations.
• Looking ahead, the integration of advanced technologies like AI and ML is poised to surge. Enterprises and vendors are refining solutions that not only learn but also evolve to be more intuitive and efficient over time. AI and ML technologies can enhance gamification by providing personalized experiences, predicting user behavior, and adapting content to keep users engaged.
• Consequently, investments in these technologies are projected to rise in the near future as businesses seek to leverage their potential to create more sophisticated and effective gamification strategies.

Gamification Market Trends

Retail Segment Holds Largest Market Share

• The retail sector is experiencing substantial growth, with sales increasing steadily in recent years. Customers, increasingly focused on projecting their personal brand on social media, are driving this trend by seeking tailored experiences and products.
• Integrating gamification into a retailer's marketing strategy not only adds entertainment but also cultivates positive behaviors among both customers and employees. This, in turn, leads to a more immersive brand experience and, ultimately, higher sales.
• According to an HBR article, gamification is a potent tool for enhancing customer retention. It is reported to boost retention rates by 5%, elevate profits by 25% to 95%, and generally yield superior business outcomes. For instance, brands are leveraging scannable codes on products, rewarding customers with loyalty points upon scanning. From enhancing discovery and engagement to fostering brand advocacy and loyalty, retailers are increasingly weaving gamification into the fabric of the customer shopping journey.
• Retail gamification, a burgeoning trend in e-commerce, is witnessing rapid adoption. Online retailers are doubling down on interactive experiences to drive sales, with gamification apps proving their mettle in boosting leads and conversions. Moreover, gamification is not just about attracting new customers; it is also a powerful tool for retaining them.
• Retailers are increasingly adopting innovative gamification strategies to enhance consumer engagement, build brand loyalty, and improve the retail experience. Gen Z is leading this trend, with 77% participating in daily mobile gaming, according to Tapjoy. From February 2023 to 2024, global female mobile gamers spent an average of 22 minutes daily on casual games, surpassing their male counterparts, who averaged 20.6 minutes. Notably, male gamers in North America showed the least interest in this category. Consequently, retailers, particularly in the grocery sector, are recognizing the importance of tailoring their strategies to effectively engage this influential demographic.
• Retailers and brands can extract even more value from gamification by offering users progress charts. These charts can highlight key metrics, such as past purchases, friend referrals, and updates on new product categories. By striking a balance between 'wins' and 'rewards,' retailers can engage their audience and drive tangible commercial benefits, ensuring customers keep coming back for more.

North America Anticipated to Hold Largest Market Share

• The North American marketing sector boasts a mature gamification market. This trend extends beyond marketing, increasingly being leveraged for product development and innovation on a regional scale. With a significant portion of the population utilizing smartphones and the internet, North America has experienced a surge in gamification adoption, particularly through the integration of social media tools.
• Prominent companies, including consumer brands such as Adobe, NBC, Walgreens, eBay, Panera, and Threadless, have initiated substantial gamification projects since the industry's inception. In addition, B2B enterprises like Oracle, Cisco, and Salesforce have incorporated gamification into their regional enterprise strategies, recognizing its critical role in consumerization.
• These organizations are particularly attracted to gamification's ability to enhance engagement and loyalty, with an average increase of 30% over time, driven by repeat visits and viral diffusion. Beyond engagement, the financial benefits of gamification are noteworthy. For example, Autodesk, an American multinational software company, reported a 40% increase in trial usage and a 15% rise in conversion rates, while Extraco Bank achieved a remarkable 700% increase in client acquisitions. Furthermore, global corporations are expanding their presence in the North American market to address the growing demand for gamification solutions.

Gamification Industry Overview

The gamification market features moderate competition, with a few key players leading. These dominant players actively broaden their reach into international markets, employing strategic collaborations to bolster their market share and profitability. By leveraging these collaborative initiatives, they aim to enhance their competitive positioning and drive sustained growth in the global market.

For instance, in July 2024, Xplor Mariana Tek, a prominent boutique fitness software platform under Xplor Technologies, unveiled a suite of gamification tools designed to enhance engagement among fitness studio members. The platform's latest features aim to strengthen community building and improve member retention by incorporating elements of competition and achievement into the studio experience.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

• 4.1 Market Overview
• 4.2 Industry Attractiveness - Porter's Five Forces Analysis
  • 4.2.1 Bargaining Power of Buyers/Consumers
  • 4.2.2 Bargaining Power of Suppliers
  • 4.2.3 Threat of New Entrants
  • 4.2.4 Threat of Substitute Products
  • 4.2.5 Intensity of Competitive Rivalry
• 4.3 Assessment of COVID-19 Impact on the Market

5 MARKET DYNAMICS

• 5.1 Market Drivers
  • 5.1.1 Mobile-based Gamification Gaining Momentum
  • 5.1.2 Crowdsourcing Seen as a Major Opportunity in Innovation and Development
• 5.2 Market Restraints
  • 5.2.1 Manufacturing Complications and Lower ROI

6 MARKET SEGMENTATION

• 6.1 By Deployment
  • 6.1.1 On-premise
  • 6.1.2 On-cloud
• 6.2 By Size
  • 6.2.1 Small and Medium Enterprises
  • 6.2.2 Large Enterprises
• 6.3 By Platform
  • 6.3.1 Open Platform
  • 6.3.2 Closed/ Enterprise Platform
• 6.4 By End-user Vertical
  • 6.4.1 Retail
  • 6.4.2 Banking
  • 6.4.3 Government
  • 6.4.4 Healthcare
  • 6.4.5 Education and Research
  • 6.4.6 IT and Telecom
  • 6.4.7 Other End-user Verticals
• 6.5 By Geography
  • 6.5.1 North America
  • 6.5.2 Europe
  • 6.5.3 Asia-Pacific
  • 6.5.4 Latin America
  • 6.5.5 Middle East and Africa

7 COMPETITIVE LANDSCAPE

• 7.1 Company Profiles
  • 7.1.1 Cognizant Technology Solution Corp.
  • 7.1.2 MPS Interactive Systems Limited
  • 7.1.3 Microsoft Corporation
  • 7.1.4 SAP SE
  • 7.1.5 Aon PLC
  • 7.1.6 Axonify Inc.
  • 7.1.7 IActionable Inc.
  • 7.1.8 Bunchball Inc.
  • 7.1.9 Ambition
  • 7.1.10 G-Cube

8 INVESTMENT ANALYSIS

9 MARKET OPPORTUNITIES AND FUTURE TRENDS