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市場調查報告書
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1432368

遊戲化：市場佔有率分析、產業趨勢/統計、成長預測（2024-2029）

Gamification - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)
出版日期: | 出版商: Mordor Intelligence | 英文 100 Pages | 商品交期: 2-3個工作天內

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簡介目錄

遊戲化市場規模預計到 2024 年為 154.3 億美元，預計到 2029 年將達到 487.2 億美元，在預測期內（2024-2029 年）複合年成長率為 25.85%。

遊戲化市場

智慧手機和行動裝置的指數級增長直接為遊戲化市場創造了廣闊的基礎。 對遊戲化系統的日益增長的認識也支援了這種增長，將其作為設計人類行為的一種方式，以誘導創新、生產力和參與度。

主要亮點

  • 智慧型手機的普及大大擴展了遊戲化的可能性。隨著客戶和員工從桌上型電腦轉向行動電話和網路設備，銀行擁有了一個利潤豐厚的平台來吸引具有高轉換和使用潛力的消費者。
  • 此外，與社交網站的連接允許用戶與朋友、熟人和同事共用他們的體驗，從而擴大了平台的覆蓋範圍和有效性。另一個好處是，行動應用程式允許負責人發送調查，甚至一個問題很長，直接從目標受眾成員收集資料，並相應地調整他們的努力。例如，麻省理工學院最近的一項研究發現，敏捷組織的收益成長更快，並且比非敏捷組織的盈利高出 30%。
  • 對遊戲化在商業中的應用的研究表明，遊戲化通常以最常見的方式進行。他們沒有設計平衡競爭與協作的體驗，而是在整個過程中採用積分系統、排行榜和徽章。這種在闡述方法的意義時的疏忽預計將促使採用者 80% 的努力失敗。
  • 此外，人工智慧和機器學習等先進技術的採用預計將在未來幾年獲得關注，供應商和公司將專注於開發能夠學習並隨著時間的推移而變得更加直覺和有效的解決方案。預計未來幾年供應商對該技術的投資將會增加。
  • 在遊戲產業，自 COVID-19 爆發以來，全球對行動遊戲的需求激增，全州範圍內的關閉影響了多項業務。在最近的全國封鎖期間，智慧型手機用戶下載了各種遊戲和其他應用程式。俄羅斯和烏克蘭之間的衝突也對更廣泛的包裝生態系統產生了影響。

遊戲化市場趨勢

零售領域佔據最大市場佔有率

  • 零售業是一個正在經歷顯著成長的新興產業。近年來，隨著客戶尋求反映他們在社群媒體上推廣的個人品牌的體驗和產品，零售額一直以健康的速度穩定成長。例如，根據美國人口普查局的資料，美國零售總額將從2015年的4.72兆美元增加到2021年的6.69兆美元。
  • 遊戲化可以在不偏離核心業務理念的情況下，為零售商的行銷和參與策略添加娛樂性和戲劇性，同時鼓勵客戶和員工的積極行為和充實，從而帶來獨特的品牌體驗並增加銷售。
  • 正如《HBR》報導指出的那樣，遊戲化還有助於提高客戶維繫，將客戶維繫提高 5%，將利潤提高 25% 至 95%，並提供更好的業務成果。品牌可以在其產品上提供可掃描的代碼，透過掃描代碼，客戶可以兌換一定數量的忠誠度積分。從推動發現和參與到建立品牌宣傳和忠誠度，體驗式零售商正在使用遊戲化作為客戶購物旅程的一部分。
  • 零售遊戲化是一種快速成長的電子商務趨勢。線上零售商希望透過繼續創造互動式客戶體驗來增加銷售。遊戲化應用程式已被證明可以增加多家零售公司的銷售線索和銷售。遊戲化還可以吸引新客戶和重複訪問。
  • 透過利用創新的遊戲化，零售商可以提高消費者參與度、建立品牌忠誠度並改善整體零售體驗。不出所料，Z 世代主要參與該系統。據 Tapjoy 稱，77% 的 Z 世代每天都玩手機遊戲。雜貨零售商熱衷於建立這一人群和其他人群的忠誠度，因此部署正確的策略對於取得巨大成果至關重要。
  • 如果零售商和品牌的遊戲化解決方案包含他們透過平台取得的成就的進度表，則可以進一步受益。其中包括對您很重要的指標，例如過去的購買情況、朋友的推薦以及感興趣的新產品類別的更新。 「勝利」和「獎勵」的平衡可以進一步吸引觀眾並帶動商業性利益。如果部署得當，這種方法可以獎勵客戶並增加回頭客。

預計北美將佔據最大市場佔有率

  • 在行銷方面，遊戲化市場在北美正在發展。然而，不同地區的產品開發和創新用途不同。此外，網路和智慧型手機用戶的高普及正在增加遊戲化在行銷中的使用，特別是透過社群媒體整合工具。
  • 自從遊戲化產業誕生以來，各家公司都推出了大型計劃。例如 Adob​​e、NBC、Walgreens、eBay、Panera 和 Threadless 等消費品牌。遊戲化已發展成為Oracle、Cisco 和銷售團隊等 B2B 公司區域企業策略消費化的關鍵要素。
  • 此外，這些公司被遊戲化的能力所吸引，隨著時間的推移，透過現場、重複訪問和病毒式傳播，參與度和忠誠度平均提高 30%。除了參與度之外，遊戲化也對收入產生重大影響。美國跨國軟體公司 Autodesk 將試用使用率提高了 40%，轉換率提高了 15%，而 Extraco Bank 則將客戶獲取量提高了 700%。
  • 此外，跨國公司正在擴大在北美市場的業務，以滿足不斷成長的需求。例如，Low6 Sports Gaming Technology 於 2022 年 8 月與遊戲顧問公司 SCCG Management 合作。該投資和管理組織將協助識別和推廣有興趣利用 Low6 技術獲取新客戶的北美體育博彩營運商。

遊戲化產業概述

遊戲化市場競爭溫和，有幾家主要公司進入該市場。從市場佔有率來看，目前少數大公司佔據市場主導地位。這些擁有重要市場佔有率的領先公司致力於擴大海外基本客群。這些公司正在利用策略合作措施來提高市場佔有率和盈利。

2022 年 9 月，Bragg Gaming Group 突破性的玩家參與和遊戲化工具「Fuze」將提供給運動博彩公司，為營運商提供改善客戶體驗的新機會。 Fuze 工具集已透過其專有的分發平台向布拉格線上賭場內容的客戶提供，該工具集將擴展到體育博彩產品，允許營運商創建投注者可以即時追蹤的有針對性的遊戲化促銷活動。對事件驅動投注的需求。

2022 年 6 月，微軟透過 Xbox 和 PC 遊戲升級，讓 Edge 瀏覽器對遊戲玩家更加友善。 Edge 現在提高了清晰度，以改善 Xbox 雲端遊戲串流和效率選項，以防止 Edge 使用您的 PC 資源。同時，遊戲也在玩，此外還有一個專門用於遊戲的新主頁，並融合了休閒遊戲。

其他福利：

  • Excel 格式的市場預測 (ME) 表
  • 3 個月分析師支持

目錄

第1章簡介

  • 研究假設和市場定義
  • 調查範圍

第2章調查方法

第3章執行摘要

第4章市場洞察

  • 市場概況
  • 產業吸引力波特五力分析
    • 買家/消費者的議價能力
    • 供應商的議價能力
    • 新進入者的威脅
    • 替代品的威脅
    • 競爭公司之間敵對關係的強度
  • COVID-19 市場影響評估

第5章市場動態

  • 市場促進因素
    • 基於行動裝置的遊戲化勢頭強勁
    • 群眾外包被視為創新和發展的巨大機遇
  • 市場限制因素
    • 製造複雜性和較低的投資報酬率

第6章市場區隔

  • 依發展
    • 本地
    • 在雲端
  • 依尺寸
    • 中小企業
    • 主要企業
  • 依平台
    • 開放平台
    • 封閉式/企業平台
  • 依行業分類
    • 零售
    • 銀行
    • 政府機關
    • 衛生保健
    • 教育/研究
    • 資訊科技和電訊
    • 其他行業
  • 依地區
    • 北美洲
    • 歐洲
    • 亞太地區
    • 拉丁美洲
    • 中東/非洲

第7章 競爭形勢

  • 公司簡介
    • Cognizant Technology Solution Corp.
    • MPS Interactive Systems Limited
    • Microsoft Corporation
    • SAP SE
    • Aon plc
    • Axonify Inc.
    • IActionable Inc
    • Bunchball Inc.
    • Ambition
    • G-Cube

第8章投資分析

第9章 市場機會及未來趨勢

簡介目錄
Product Code: 48237

The Gamification Market size is estimated at USD 15.43 billion in 2024, and is expected to reach USD 48.72 billion by 2029, growing at a CAGR of 25.85% during the forecast period (2024-2029).

Gamification - Market

The exponential growth in smartphones and mobile devices directly created a vast base for the gamification market. The increasing recognition of gamification systems also supports this growth as a method to architect human behavior to induce innovation, productivity, or engagement.

Key Highlights

  • The increasing popularity of smartphones has greatly broadened the possibilities for gamification. The migration of customers and staff from desktop computers to mobile phones and internet devices provides a lucrative platform for banks to grab consumer interest with a higher likelihood of conversion and usage.
  • Furthermore, connections with social networking sites have enabled users to share their experiences with friends, acquaintances, and coworkers, extending the platform's reach and efficacy. Another benefit is that mobile applications allow marketers to send out surveys, even if they are only one question long, allowing them to collect firsthand data from their target audience members and tailor their efforts accordingly. Recent MIT research, for example, found that agile organizations experience faster revenue growth and 30% higher profitability than non-agile organizations.
  • According to a study on the use of gamification in businesses, it is frequently done in the most generic ways. They employ point systems, leaderboards, and badges in any process rather than designing experiences that balance competition and collaboration. This omission in developing the meaning of this method is expected to result in 80% of the efforts in companies that have used it.
  • Furthermore, the adoption of advanced technologies such as AI and ML is expected to gain traction in the coming years, with vendors and enterprises focusing on developing solutions that learn and become more intuitive and effective over time. Vendor investment in the technology is expected to increase in the coming years.
  • The gaming industry saw a global spike in mobile game demand since the COVID-19 outbreak, and the statewide shutdown impacted several companies. Smartphone users downloaded various games and other apps during the recent statewide lockdowns imposed nationwide. The Russia-Ukraine conflict also influenced the wider packaging ecosystem.

Gamification Market Trends

The Retail Segment Holds the Largest Share in the Market

  • The retail industry is an emerging industry that is growing significantly. Retail sales growth has been increasing steadily over the past few years at a healthy pace as customers seek experiences and products that reflect the personal brand they promote on social media. For instance, according to the data from the US Census Bureau, total retail sales in the United States increased from USD 4.72 trillion in 2015 to USD 6.69 trillion in 2021.
  • While gamification can add entertainment and drama to a retailer's marketing or engagement strategy without diverting from the core idea of the business, it can also encourage positive behaviors from customers and employees, leading to a rich brand experience and higher sales.
  • As an HBR article points out, gamification also helps in customer retention, increases customer retention rates by 5%, increases profits by 25% to 95%, and can fetch better business results. Brands can provide scannable codes on the products, and on scanning the code, the customer can avail of a certain number of loyalty points. From driving discovery and engagement to building brand advocacy and loyalty, experiential retailers adopt gamification techniques as part of the customer shopping journey.
  • Retail gamification is an e-commerce trend that is growing rapidly. Online retailers will want to continue creating interactive customer experiences to drive higher sales. Gamification apps have proven to improve leads and sales for several retailers. Gamification can also drive new and recurring customers to a store.
  • By using innovative forms of gamification, retailers find they are better placed to engage with consumers, build brand loyalty, and enhance the overall retail experience. Unsurprisingly, Gen Z is mainly involved with this mechanic. According to Tapjoy, 77% of Gen Zers play mobile games daily. As grocery retailers are keen to build loyalty with this and other segments of the population, it is essential to deploy the right strategy to deliver outstanding results.
  • Retailers and brands further benefit from gamification solutions when these include progress charts on what they've achieved through the platform. This could consist of key metrics for users with details on past purchases, friend referrals, and updates on new product categories of interest. A balance of 'wins' or 'rewards' can further engage an audience and drive commercial benefits. This approach can incentivize customers and keep them returning for more when deployed well.

North America is Anticipated to Hold the Largest Market Share

  • In marketing, North America has a developed market for gamification. However, systems are finding various regional uses for product development and innovation. The region's high penetration of internet and smartphone users has also resulted in increased use of gamification for marketing, particularly through social media integration tools.
  • Various companies have launched large gamification projects since the industry's inception. Consumer brands such as Adobe, NBC, Walgreens, eBay, Panera, and Threadless are among them. Gamification has evolved as a crucial component in B2B firms' consumerization of regional enterprise strategies, such as Oracle, Cisco, and Salesforce.
  • Furthermore, these organizations are drawn to gamification's capacity to increase engagement and loyalty by an average of 30% over time, on-site, through repeat visits, and viral diffusion. Aside from engagement, the income effects of gamification are also significant. Autodesk, an American multinational software business, increased trial usage by 40% and conversion rates by 15%, while Extraco Bank increased client acquisitions by 700%.
  • Furthermore, global corporations are expanding their presence in the North American market to meet the increasing demand. For example, Low6 Sports Gaming Technology collaborated with gaming consultancy SCCG Management in August 2022. The investment and management organization will assist with the identification and facilitation of North American-based sports betting operators interested in leveraging Low6's technology to gain new customers.

Gamification Industry Overview

The gamification market is moderately competitive and consists of several major players. In terms of market share, a few significant players currently dominate the market. These major players, with a prominent market share, focus on expanding their customer base across foreign countries. These companies leverage strategic collaborative initiatives to increase their market share and profitability.

In September 2022, Bragg Gaming Group's breakthrough player engagement and gamification tool, Fuze, was to be available on sportsbooks, providing operators with a new opportunity to improve the customer experience. The Fuze toolset, already available to customers of Bragg's online casino content via its proprietary distribution platform, was extended to sports betting products, allowing operators to leverage event-driven betting demand with targeted gamified promotions that punters can track in real time.

In June 2022, Microsoft made its Edge browser more gamer-friendly, thanks to Xbox and PC gaming upgrades. Edge is getting a clarity boost to improve Xbox Cloud Gaming streams and an efficiency option to prevent Edge from using PC resources. At the same time, a game is being played, in addition to a new gaming-focused homepage and casual game integration.

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