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市場調查報告書
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1637889

遊戲化：市場佔有率分析、產業趨勢/統計、成長預測（2025-2030）

Gamification - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
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 2025 年為 194.2 億美元，預計到 2030 年將達到 613 億美元，預測期內（2025-2030 年）複合年成長率為 25.85%。

遊戲化市場-IMG1

智慧型手機和行動裝置的激增極大地增強了遊戲化市場。越來越多的公司正在意識到遊戲化的潛力，並利用它來塑造人類行為並推動創新、生產力和參與。行動技術的普及為成功的遊戲化策略創造了肥沃的土壤，為企業提供了以更具互動性和吸引力的方式與受眾建立聯繫的新方式。

主要亮點

  • 行動裝置的日益複雜化進一步支持了這種成長，它們透過提供擴增實境(AR) 和虛擬實境 (VR) 等高級功能來豐富遊戲化體驗。
  • 此外，與社交網路的整合允許用戶共用他們的經驗，擴大平台的影響力。與社交媒體的整合允許遊戲化應用程式透過允許用戶與他們的網路共用他們的成就和進展來吸引更廣泛的受眾，從而產生病毒式傳播效果。
  • 行動應用程式允許負責人甚至透過一個問題進行調查，並從目標受眾那裡收集有價值的見解。這種即時回饋機制使公司能夠更有效地調整其行銷策略，以確保滿足不斷變化的客戶需求和偏好。
  • MIT（麻省理工學院）最近的一項研究發現，敏捷組織不僅加速收益成長，而且盈利也比非敏捷組織高出 30%。這凸顯了採用靈活、響應迅速的業務實踐以及遊戲化策略以實現最佳結果的重要性。此外，收集和分析遊戲化互動資料的能力使公司能夠更深入地了解消費行為，從而開展更有針對性和更有效的行銷宣傳活動。
  • 雖然越來越多的公司正在採用遊戲化，但許多公司都以相當通用的方式這樣做，嚴重依賴積分系統、排行榜和徽章。這種方法缺乏競爭與合作之間的微妙平衡，有可能削弱其潛力。
  • 未來，我們將看到人工智慧和機器學習等先進技術的整合激增。公司和供應商不僅在學習，而且還在磨練他們的解決方案，隨著時間的推移變得更加直覺和高效。人工智慧和機器學習技術可以透過提供個人化體驗、預測使用者行為以及調整內容以保持用戶參與來增強遊戲化。
  • 因此，隨著公司尋求利用其潛力來建立更複雜、更有效的遊戲化策略，對這些技術的投資預計在不久的將來會增加。

遊戲化市場趨勢

零售業佔據最大市場佔有率

  • 近年來，零售業經歷了顯著成長，銷售額穩步成長。越來越注重在社群媒體上傳播個人品牌的客戶透過尋求適合他們的體驗和產品來推動這一趨勢。
  • 將遊戲化納入零售商的行銷策略不僅可以增加娛樂性，還可以培養顧客和員工的正向行為。結果是帶來更身臨其境的品牌體驗，最終導致銷量增加。
  • 根據《哈佛商業評論》的一篇報導，遊戲化是提高客戶維繫的強大工具。據報道，遊戲化可將客戶維繫提高 5%，將利潤提高 25% 至 95%，並且通常會帶來更好的業務成果。例如，品牌在其產品上使用掃描器可讀代碼，以獎勵掃描它們的客戶忠誠度積分。從增強發現和參與度到建立品牌宣傳和忠誠度，零售商擴大將遊戲化融入客戶的購物旅程中。
  • 零售遊戲化是電子商務中快速成長的趨勢，並且正在迅速獲得採用。線上零售商正在加倍投入互動體驗來推動銷售，而遊戲化應用程式在增加潛在客戶和轉換方面也被證明是有效的。此外，遊戲化是一個強大的工具，不僅可以獲得新客戶，還可以客戶維繫。
  • 零售公司擴大採用創新的遊戲化策略來提高消費者參與度、建立品牌忠誠度並改善零售體驗。據 Tapjoy 稱，Z 世代正在引領這一趨勢，77% 的人每天都會玩手機遊戲。 2023 年 2 月至 2024 年，全球女性手機遊戲玩家平均每天花在休閒遊戲上的時間為 22 分鐘，超過男性遊戲玩家的平均時間 20.6 分鐘。值得注意的是，北美男性玩家對此類別最不感興趣。因此，零售商，特別是雜貨業的零售商，正在認知到有效吸引這一有影響力的人群的策略的重要性。
  • 零售商和品牌可以為用戶提供進度圖表，以從遊戲化中獲得更多價值。這些圖表可以突出顯示重要指標，例如過去的購買歷史記錄、好友公告以及新產品類別的更新。透過在「勝利」和「獎勵」之間取得適當的平衡，零售商可以吸引顧客並帶來實際的商業性利益。

預計北美將佔據最大市場佔有率

  • 北美行銷領域擁有成熟的遊戲化市場。這種趨勢不僅限於行銷，還被用於區域範圍內的產品開發和創新。在北美，很大一部分人口使用智慧型手機和網際網路，遊戲化的採用激增，特別是透過社群媒體工具的整合。
  • 自業界誕生以來，包括 Adob​​e、NBC、Walgreens、eBay、Panera 和 Threadless 等消費品牌在內的知名公司都推出了大規模的遊戲化計劃。此外，Oracle、Cisco 和銷售團隊等 B2B 公司已認知到遊戲化在消費化中發揮的重要作用，並將其納入本地企業策略。
  • 這些公司特別被遊戲化提高參與度和忠誠度的能力所吸引，隨著時間的推移，透過重複訪問和病毒式傳播，參與度和忠誠度平均增加 30%。除了參與度之外，遊戲化的經濟效益也值得關注。例如，美國跨國軟體公司 Autodesk 報告試用使用量增加了 40%，轉換率增加了 15%。此外，跨國公司正在擴大在北美市場的業務，以滿足對遊戲化解決方案不斷成長的需求。

遊戲化產業概況

遊戲化市場競爭適中，少數主要企業主導市場。這些領先的參與企業正在積極拓展國際市場，利用策略聯盟來增加市場佔有率和盈利。透過利用此類聯合舉措，我們的目標是加強我們的競爭並實現全球市場的永續成長。

例如，2024 年 7 月，Xplor Technologies 旗下的著名精品健身軟體平台 Xplor Mariana Tek 宣布推出一套遊戲化工具，旨在提高健身工作室成員的參與度。該平台的最新功能旨在透過將競爭和成就元素融入工作室體驗中，加強社區建設並提高會員保留率。

其他好處

  • 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
    • 群眾外包被認為是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 市場細分

  • 按發展
    • 本地
    • 在雲端
  • 按尺寸
    • 小型企業
    • 主要企業
  • 按平台
    • 開放平台
    • 封閉式/企業平台
  • 按行業分類
    • 零售
    • 銀行
    • 政府機構
    • 醫療保健
    • 教育/研究
    • 資訊科技和電訊
    • 其他最終用戶產業
  • 按地區
    • 北美洲
    • 歐洲
    • 亞太地區
    • 拉丁美洲
    • 中東/非洲

第7章 競爭格局

  • 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 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).

Gamification - Market - IMG1

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