Sep 05

Customized Marketing to Boost the Global Gamification Market: Technavio

LONDON–(BUSINESS WIRE)–Technavio’s latest market research report on the global
gamification market
provides an analysis of the most
important trends expected to impact the market outlook from 2017-2021. Technavio
defines an emerging trend as a factor that has the potential to
significantly impact the market and contribute to its growth or decline.

The global gamification market is expected to grow at a CAGR of more
than 30% during the forecast period. Gamification applications can
enhance customer engagement by providing real-time information about
consumer behavior. This enables businesses to influence their customers’
market responsiveness as well assist in decision-making capabilities.
These businesses use the available data to have a competitive edge over
the others and maximize customer experience. Another major factor
driving the market is the increasing number of companies finding value
proposition in investing in employee engagement gamification techniques
to help increase productivity.

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The top three emerging market trends driving the global gamification
according to Technavio research analysts are:

  • Increasing penetration of customized marketing
  • Social media acting as a marketing platform for gamification
  • Gamification through mobile devices

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Increasing penetration of customized marketing

It is a huge challenge for any brand to spread information about
products and market. Considering the diverse population, doing the same
has become more sophisticated. Customers not only browse the internet
for entertainment but also for information related to online shopping.
Buyers role is no longer limited to being an online shopper but a
technical consultant for the rest of the population who are planning to
make a purchase. As many of these consumers spend time reviewing,
voting, and blogging about the products, businesses should ensure that
there is a customized gamification for opinion leaders and their

The rewards could heavily depend on the number of followers that attract
and influence the behavior of modern-day customers. A high number of
businesses are moving from a product-centric marketing approach to a
consumer-centric approach. This will ensure that more customized
gamification solutions are available in the market to provide the target
audience a fun-filled and an engaging platform to do business with them.

Social media acting as a marketing platform for gamification

In many organizations, social media is an innovative marketing platform
to showcase their products and services and receive instant feedback.
Social networking sites have gained traction, which will increase during
the forecast period. The use of gamification in social media is no
different as content sharing and collaboration for employees within the
organization will also increase.

According to Ujjwal Doshi, a lead analyst at Technavio for gaming
research, “Business integration of social networks and gamification
will enhance the customer experience by engaging them in a meaningful
and real-time collaborative conversation. As more customers use
gamification, brands will need to deploy innovative gamification
techniques, which in turn, will increase the growth of the global
gamification market.”

Gamification through mobile devices

For businesses to stay relevant and competitive, they need to develop a
strong customer relationship. One of the primary ways of doing this is
through understanding customer trends and acting upon it. If businesses
are going to deploy gamification as a way for customer interaction, they
should also be aware of where and how to use them. Mobile devices are
considered as the best way of reaching out to customers. Vendors will
need to develop gamification applications on mobile devices for their

“Based on the gamification technique, businesses can help in
predicting the future purchases of customers by analyzing their buying
patterns and purchase history. This data can be extremely beneficial for
the sales teams to seek opportunities and for the utilization of lead
says Ujjwal.

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