Gamification for the hybrid workplace and omnichannel strategy

From buzzword to proven method

Since the start of the digitalization era, the gamification market has continued to grow in relevance. Let’s take a look at the cold, hard data supporting the success of gamification, along with the forecasts predicting it’s future growth.

Let’s start with the current state. The global gamification market was valued at about $9 billion in 2020 and is expected to reach over $30 billion by 2025. That amounts to a growth rate of over 25% per year!

The huge number of smartphones and mobile devices has directly created a vast base for the gamification market. The growth is also supported by the fact that Gamification has been increasingly proven and recognized as an effective and innovative method for behavior change. More mainstream companies, big and small, use it regularly to improve innovation, productivity, and engagement.

Big gains in gamifying the workplace

The COVID-19 pandemic has created the need for companies to shift to hybrid workplaces, creating a need for fully online recruitment and online training solutions. Gamified workplaces using mechanics like Missions, Quizzes, and Progression are helping employees to understand new processes and ways of working. Teams are also receiving real-time feedback on their learning progress thanks to gamification mechanics such as Achievements, Skill points, and Levels.

According to this article from Anadea, gamified employees are more productive. Staff who enjoy their work perform better, work harder, and stay with a company longer.

“Gamification is one way employers are making work for staff more enjoyable. Tapping into our need for instant rewards, gratification and feedback, gamification tools are an effective way to engage employees, improve productivity and reduce staff turnover.”

Furthermore, in a 2019 survey from TalentLMS, it’s respondents had this to say about gamification:

  • Employees say gamification makes them feel more productive (89%) and happier (88%) at work.
  • 43% of the employees haven’t noticed any gamification elements at work.
  • 33% would like more game-like features in their employee training software.
  • 61% of the respondents receive training with gamification…
  • …83% of those who receive gamified training feel motivated, while 61% of those who receive non-gamified training feel bored and unproductive (Yikes!).
  • 78% of the respondents say that gamification in the recruiting process would make a company more desirable.

Success in the Retail & Education sectors

Retail is the top adopter of gamified solutions, currently holding a 28.6% market share. Education follows closely as the next most popular sector.

Many studies, including our own, show that most learners are more effective with gamified practices. Moreover, with a whopping 97% of kids playing computer games, combined with unprecedented tech literacy — this trend is unlikely to slow down as schools and institutions will feel the pressure from their students.

On the retail side, organisations are benefitting greatly from gamified training practices that improve employee engagement, along with customer clubs that utilize engaging mechanics — creating more loyal customers.

Perhaps this is why 87% of businesses are projected to utilize gamified techniques in the next five years. Half of these companies will also consider gamification as a top priority.

Exciting new trends in gamification

Here’s a quick summary of areas where a lot of exciting stuff is happening right now, and where Insert Coin expects to see big things happening in the next 5–10 years.

Gamification in immersive technologies (AR, VR, MR)

Multiple industries are already implementing immersive technologies to conduct onboarding and training activities. Facebook’s investment in the building of their Metaverse is also a strong indicator of where things are headed with immersive tech.

Artificial Intelligence (AI) will Integrate with Gamified Solutions

Utilizing AI and Machine Learning will be crucial in order to scale up gamified solutions. With AI, we can analyze, personalize, and optimize the experience for a great number of users and adapt to their personas. In our own testing at Insert Coin, AI can already predict when a user is likely to loose interest and churn with 75% accuracy.

Gamification will help drive sustainability efforts

Consumer demand for sustainable brands will only increase in the coming years. Many notable companies have already started gamifying their sustainability campaigns. Toyota uses gamification to encourage their customers to become more energy-efficient. Insert Coin has helped plant 5000 trees together with European bank Raiffeisen by directly linking gamification and sustainable actions.

Gamification platforms provide more robust data & insights

Tracking user behavior gives gamification platforms such as our own the ability to provide real-time and actionable data for companies and managers. Combined with AI prediction, the platform itself can then help adjust and personalize the user experience. It will also be easier than ever for organizations to simply observe and analyze user data, sell the data, or do scientific tests themselves.

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Insert Coin

Insert Coin AB is a Scandinavian company offering Gamification as a service (GaaS) and knowledge sharing in collaboration with scientific research projects.