Gamification “The Hot Trends in Business”

Defination of Gamification:

According to Wikipedia..

(Gamification is the process of using game thinking + game mechanics)

  • To Engage Users
  • To Solve Problem

According to Margaret Wallace…

(The Applied use of elements found in gaming for non-game consumer applications, products and other relative services.)

 Gamification Used..

Gamification is used in applications and processes to improve user engagement, ROI, data quality, timeliness, and learning.

History of Gamification :

  • It was discovered in 2002 by Nick Pelling
  • It gained popularity in 2010
  • Gamification” first gained widespread usage in 2010 by Charles Coonradt
  • The designer(Will Wright) of the 1989 video game SimCity, is the keynote speaker at the Gamification conference Gsummit 2013.
  • In October 2007, Bunchball was the first company to provide game mechanics as a service on Dunder Mifflin Infinity, the community site for the NBC TV show
  • In June 2009 a Seattle-based startup called BigDoor was founded, providing Gamification technology to non-gaming websites.
  • In September 2010 Badgeville offers services for gamification, reputation management, and social mechanics and raised $15M in venture funding in its first year of operation.(The company has since added more than 150 customers including Oracle, EMC, Samsung, NBC, Deloitte, Rogers Communications, Bell Media, CA Technologies and eBay. ) Click for Next
  • In December 2011 announced the acquisition of the social performance platform provider Rypple, which uses gamification for employee performance and HR.
  • February 2012, the app had been downloaded more than 200,000 times since its launch.
  • In June 2012, CA-based InfoArmy launched a crowd sourced business research platform, which uses badges, ranking, leader boards, and other gamification techniques to incentivize members to conduct online company research
  • Digital Brand Group is the first company in India to apply Gamification Platform to manage employees of an IT Company to gain the reputation.
  • Business software vendor SAP AG is actively working on Gamification of processes in Enterprise.
  • Besides SAP, also IBM, EMC, CA, Slalom Consulting, Deloitte, Microsoft, LiveOps, RedCritter and other companies have started using gamification for consumer and non-consumer facing applications and processes.

The Gamification Explosion 2010-2011 :

Before August 2010, the term rarely appeared in the Google search timeline.


Starting in Jan 2011, its popularity has been increasing very high, including big spikes in Jan and Aug.

Gamification Market Size Forecast:

Gamification on the front-side burner

  • M2 Research pegs the current gamification market at $100 million in 2011
  • Client implementations in 2011 focus on:
    • User engagement, 47%
    • Brand Loyalty 22%
    • Brand Awareness 15%
  • The market is estimated to grow to $2.8 billion by 2016
    • Nearly 400 attended the event on second annual gamification summit site

The Five key points of Engagement:

  • Recency
  • Frequency
  • Duration
  • Virality
  • Ratings

The Flow zone for marketers:

  • The flow zone is the state between anxiety and boredom
  • Games cannot be ‘ too easy ’ as they need friction to be fun
  • People want status, access, power and/or free stuff
  • Virtual rewards are difficult to value
  • So marketers should prefer status, access and power
  • Serendepity is bad, design is good

Gamification: Gaming for non-game apps:

The applied use of elements found in gaming for non-game Consumer applications, products and other related services.

Some other applications of gamification include:

  • Employee training programs
  • Wellness and other personal activities
  • Financial services websites
  • Online and in-person shopping
  • Primary education
  • Extreme sports
  • Project management
  • Enhancing loyalty programmers
  • Social Networks
  • Surveys
  • Sustainability
  • Call Center
  • Market Research
  • Competitive Intelligence.

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