The size of the global gamification market is estimated to grow by 43.08 billion dollars from 2024 to 2028, according to market research company Technavio from Elmhurst in the US state of Illinois, near Chicago. According to a statement, the gamification market is experiencing significant growth as increasing numbers of organisations use gamification software to engage employees and improve customer relationships. This is the finding of Technavio's latest market research report entitled ‘Global gamification market 2024-2028’.

The market is expected to grow at a compound annual growth rate (CAGR) of almost 29.52 per cent during the forecast period. Specifically, greater introduction of gamification in e-learning is driving market growth, with a trend towards an increase in strategic alliances in the global gamification market, writes the statement.

Companies are using rewards and recognition to increase engagement and productivity, it continues. ROI (return on investment) is a key factor, with services, including consulting and implementation, providing significant value, according to the summary of the Technavio report. Telecoms and SAP segments are leading the way, using gamification systems to improve customer experience and innovation. The global gamification market is experiencing an increase in strategic alliances between providers to expand their reach and improve their offering. Microsoft, for example, has introduced gaming functions for its Edge browser.

The gamification market is growing as rewards and recognition become increasingly important as effective tools to drive employee motivation and customer engagement, writes the statement. The ROI for gamification solutions is proving profitable for companies in diverse industries, including telecoms, retail and e-learning. The services segment, including consulting and implementation, is a key driver of market growth, according to Technavio. 

The Open-i innovation conference in Zurich is addressing this topic in the Innovation Lab: Entitled ‘Gamification in Employer Branding’, the format’s focus will be on how companies can use gamification to reach new skilled workers and implement concepts for working with employees. This interactive workshop will be conducted by Cédric Schlosser, CEO and co-founder of the gaming and esports agency MYI Entertainment, among others.

Open-i describes itself as a Swiss innovation community and dialogue platform for the economy and the science sector. The conference will bring together academic and economic experts on 21 and 22 November at Zurich Kongresshaus to secure Switzerland's leading role as an innovative and successful market. Open-i is organised by NZZ Connect, a branch of the NZZ based in Bern. Tickets are available now. ce/gba