12 Gamification Trends for 2024: Current Forecasts You Should Be Thinking About

Gamification is not a new technique but recently, the buzzword has gained overwhelming prominence. With engagement and retention rates dwindling because of the pandemic and consumer attention span taking a downhill trend, gamification is posing as a timely antidote to these cases. However, today, replicating game mechanics in business scenarios is a hard nut to crack, especially with the budding gamification trends.

In this post, we’ll share the top gamification trends that are shaping the market space from its significance to corporate learning to the best gamification software available today. Understanding these trends will help you better leverage the psychological drive behind games. This way, it will be easy to motivate employees, drive user-engagement, increase sales, or solve a business problem using gamification.

You can also read our compilation of gamification statistics, to gain an in-depth understanding of this industry.

Gamification Market Overview

Forward-thinking companies leveraging gamification are profiting from the traits that make game-based applications so alluring. The benefits of gamification to consumer and employee engagement are so apparent—especially in the trying times of the pandemic—that there’s no doubt about that.

However, in recent times, we’ve seen companies prioritize the implementation of gamification in corporate learning. The use of gamification training features is bearing fruit. For example, gamification enhances employee productivity by up 50% and employee engagement by 60% (eLearning Learning).

Unlike in consumer engagement, the use of gamification to boost employee engagement has faced less critical conundrums. This is because unlike customers who erect walls to filter gamified campaigns, employees have developed a positive perception of gamification. To illustrate, 97% of employees above 45 years old believe gamification would help improve work (Talent LMS). Besides, 85% of employees are willing to spend more time on gamified software.

Whether you intend to apply gamification in consumer or employee engagement, here are some gamification trends you should know.

1. Gamification in Multiple Sectors

These days, gamification is widely used in sales, education, health and wellness, design, enterprise, and retail. For example, retailers and ecommerce businesses apply gamification to manifest positive consumer behaviors. In the realm of enterprise, it is used to make employees more productive, efficient, and skillful. And there are no signs that this trend is going downhill anytime soon.

Meanwhile, in the fitness sector, gamification is set to be integral in fitness programs. As more fitness enthusiasts embrace smartwatches with exercise and training features, app developers and fitness trainers can integrate gamification into the apps used by consumers. By gamifying fitness apps, they can continuously engage users and tap the market of people for whom fitness is not a top priority (YourStory, 2021).

Gamification is also poised to change the fields of financial technology, automotive, politics, and healthcare. Even military organizations like the US Army are utilizing it. Though the move was controversial, the US Army still deployed a game whose primary goal is recruitment. Through it, enrollees can test their skills and determine whether they have what it takes to be a soldier. Of course, real combat and in-game combat are vastly different and skills displayed and achievements gained in-game may not be true in reality. However, this has attracted many players and has consequently increased the recruitment of the US Army (MYCustomer).

This goes to show that gamification is approaching maturity. With this, it is going to be common even in unexpected industries.

2. Gamification in Employee Onboarding

Employee onboarding is a laborious process that nobody really enjoys. However, it is an essential one because new hires are 58% more likely to stay with the company for three years. Additionally, 54% of newly-hired employees claim that they were highly productive in their work because of the onboarding. The latter is not surprising, as experiments have shown that information delivered through a gamified approach is better absorbed and retained (McQuaig, 2021).

To make onboarding less arduous, innovative companies deploy gamification. By gamifying the process, organizations can increase the retention rate of employees.

An example of success is Deloitte (Training Industry, 2019). The organization designed a gamified onboarding process for its analysts. They used a zombie apocalypse-themed digital game, where the learner was the protagonist who could save humanity by solving a series of challenges. It was entirely self-paced, enabling learners to pick up or hone skills in consulting, presentations, spreadsheets, and professionalism. While it was meant to be played by one person only at a time, it actually enabled colleagues to work together and discuss the problems, which strengthened their teamwork.

Since it is proven to have benefits, more organizations are likely to explore the use of gamification in their onboarding process. Of course, gamification does not have to be digital—there are non-tech ways to make onboarding more fun (and informative).

3. Gamification in Sales

Gamification in sales is usually focused on motivating sales agents to reach individual or team sales goals. There would be badges, points, and leaderboards. However, this approach can also be designed for learning, either for sales representatives or for customers. An example of the former is Galderma. The pharmaceutical company gamified the training of their sales team about new products. While it was wholly voluntary, around 92% of employees joined (Yu-kai Chou).

When it comes to client learning, an example is Texas bank Extraco. It gamified the learning of clients regarding their offerings and benefits. As a result, it increased conversion rate from 2% to 4%. Extraco’s customer acquisition also magnified by 700%.

With these numbers, it is no wonder that over 70% of Forbes Global 2000 companies apply gamification. Moreover, it can create a better workplace environment: a survey showed that 88% of employees were happier at work after the introduction of gamification strategies (Spinify, 2020).

4. Gamification to Fight Disinformation

In 2020, social media was the least trusted source of information, with only 35% of respondents who believed that such platforms are reliable. In comparison, more than 50% of respondents believe that search engines are trustworthy (Edelman, 2020). These numbers are understandable, as fake news continues to proliferate in social media.

It has become a huge problem in the United States; 65% of survey respondents consider misinformation in the news as a big issue. Meanwhile, 63% look at disinformation in the news as a major concern (Statista, 2019).

Disinformation and misinformation became bigger problems during the  COVID-19 pandemic. One organization revealed that they have recorded nearly 4,000 Coronavirus-related hoaxes. Unfortunately, around 46% of adults on the Internet have encountered wrong or misleading information about Covid-19 in the first week of the US lockdown (Tech.co, 2020).

To help combat these, various brands have stepped up. They created gamified approaches to provide people a fun way to raise awareness of COVID-19 as well as to spread correct information (Trend Hunter, 2021). Take, for example, the social app Snapchat. Its creators collaborated with WHO to publish AR social distancing lenses to promote the practice. There is also USA Today’s AR app that encourages people to practice social distancing through games.

As there is no definite time when the novel coronavirus would stop wreaking havoc, this trend of brands doing their part would likely continue this year.

Snapchat rolled out a lens that encourages social distancing.

5. Fun in Investing with Gamification

Investing is something that not many people understand well but are interested in. However, gaming is an activity that even kids engage in, which is an industry that has a revenue of over $200 billion. What if the two were combined?

Gamified investing is now available and is accessible to anyone who wants to give it a try. An app called Robinhood enables users to engage in commission-free stock trading and investing. It also includes tools that let individuals make the most of their investments.

Through it, consumers have the chance to interact with brands they like. It enables them to invest in ideas they believe in. And by investing, individuals can socialize—they can share information and views with others (Forbes, 2020).

But how does Robinhood gamify investment exactly? To exemplify, Robinhood has a feature called Robinhood Options. To access it, users have to gain approval by gaining experience in stock trading (Investing Simple, 2020).

Because of COVID-19, interest in investment in people has increased. Around 13 million individuals started investing for the first time because of the pandemic via one platform (CNBC, 2020). Now that people are realizing the benefits of investment, more players would be eager to make it more accessible to people.

6. Gamification in Mobile Apps, Social Media

The entry of millennials and Gen Z into the global workforce has presented a new challenge for small businesses. Keeping new entrants engaged isn’t easy these days. In fact, according to a Gallup survey, nearly 71% of millennials feel disengaged at work.

To address this challenge, small businesses are integrating gamification with mobile apps and social media (Gallup). With most enterprise platforms creating mobile apps, shifting gamification to social media and mobile apps is a timely idea. This is because, mobile apps bring convenience and simplify access, for on-the-go employees.

Moreover, small businesses are reverting to bring your own device (BYOD) practice. As a result, adding leaderboards and gamification techniques to mobile apps is perfectly timed. We predict this trend to persist beyond 2021. We expect small businesses to increasingly sync gamification elements to mobile apps.

7. Virtual Reality-Based Learning

Virtual reality games in the education sector are among those that are popular in the field. It is one of the fastest-growing categories with a CAGR of 51.9% through 2024. By that time, revenues will likely hit the $24 billion mark (Metaari, 2019). In this field, VR can be used to increase the engagement of students. Through gamified content, students are able to interact with pieces of information rather than absorb it statically. 

A great example of gamified learning through virtual reality is The Stanford Ocean Acidification Experience (SOAE). This was designed by Stanford University’s Virtual Human Interaction Lab. Since not many people are aware of the acidification of the ocean, Stanford made a VR game that shows individuals how it happens and its impacts. It is being used in schools, museums, and other kinds of institutions in different parts of the world. Because of that, it has become part of one of the largest VR studies. Currently, the game remains downloadable for the public and is available on platforms like Steam (Stanford University, 2020). 

Despite the success of VR games like SOAE, educational game designers have to be mindful of two significant problems: focusing on fact retention and not spacing the delivery of information well. Only when these two challenges are surpassed can it be said that gamified educational content could become beneficial.

8. Personalization in Gamification

For decades, çompanies have been using personalization to boost their marketing results. The trick has worked and its magical touch has caught the attention of practitioners in gamification. This comes in the wake of rapidly evolving consumer behaviors and the realization that one size doesn’t fit all in gamification.

As you know, marketers and businesses used to rely on one systematic gamified design to derive results in all situations. One-dimensional gamification systems leveraged the golden traits of games. Back then, consumers and employees loved them. However, things have taken a different course and the targeted audience has developed a different perception of gamified systems.

Today, personalization reigns supreme in gamification. Stakeholders in the industry have rolled up their sleeves to create personalized gamified designs. The race to create adaptive algorithms that can select the precise gamification design for each situation is on high gear. Already, some gamification platforms have personalization built-in while others have it on their roadmaps.

However, we have yet to see the best of personalization in gamification. As it stands, we have just seen flashes of its outsized potential. But with the massive strides made in machine learning and AI, the future of gamification looks bright. These technologies make it easy to implement personalization in gamification.

Top Gamification Software

1. Tango Card. A flexible rewards and loyalty program solution designed to help businesses incentivize customers and prospects. Tango Card makes it easy to implement gamification to lure prospects, retaining existing customers, and drive sales.
2. Influitive. A powerful marketing and customer advocacy platform built to aid businesses in enhancing customer loyalty. Influitive allows businesses to use gamification in their marketing efforts to attract more customers and drive sales.
3. Badgeville. A reliable gamification platform that consists of customer loyalty and employee incentive programs. Badgeville supports both customer support and sales performance leaderboard gamification.
4. Hoopla. A robust employee engagement and motivation platform for businesses of all sizes. Hoopla is a powerful gamification platform that enables organizations to foster a high-performance culture in their workplaces.
5. GetBadges. A powerful gamification solution designed primarily for software development organizations. GetBadges brings an exciting way to monitor employee progress during all product development phases.

9. Quantifying Gamification Results

A Badgeville user with game achievements shown. Badgeville is one of the leading gaming software solutions around.

As a small business, you need to keep a close eye on results whether it’s in marketing, sales, or gamification. This is because quality data and meaningful reporting help you fine-tune your campaigns. Besides, tracking results makes it easy to optimize projects, increasing their chances of success.

For some time, it has been a daunting task to measure and analyze the success of gamification endeavors. The focus has been purely on clicks and interactions, with some gamification platforms billing clients based ón such factors. Fortunately, with modern technologies, platforms are now adopting more data-driven approaches.

Today, there is a fundamental shift to actionable information tracking around meaningful data like net promoter score, turnover rates, and performance. You can also measure how effective your gamification campaign is based on its application. As a result, it’s a breeze to demonstrate the ROI and longevity of gamification within an organization.

This trend of quantifying gamification results is not entirely new. However, we expected more and more platforms to adopt approaches that enable businesses to create clear objectives and define the measurables. As the trend heats up, metrics like time, quality, and engagement will become increasingly easy to quantify.

10. Empathy Mapping in Gamification

As mentioned earlier, gamification campaigns flourish, largely because of the emotional experience provided by game mechanics. Creating good game designs that play around emotions has been the core driver in the success of gamification. However, with the competition to win the audience’s attention intensifying, design alone isn’t winning the race.

Today, consumers and employees alike are tired of gamification tactics that are manipulative or over-competitive. The audience doesn’t only value engaging campaigns; apparently, they want more. The modern audience is looking for campaigns that share and understand their feelings. This is where empathy mapping comes into play in gamification.

Empathetic design is a trending concept that is entirely simple at its roots. The trend is still a novelty, but already, it’s having a say in the creation of gamification campaigns. Practitioners of gamification have added this new idea to their arsenal of design tools. As a result, we are seeing the rise of gamification tactics that thrive on a meaningful and helpful experience.

We anticipate that as the use of gamification drags towards instigating behavioral change, the empathetic design will be more prevalent.

11. Gamification Is Huge in North America

North America is a mature market for gamification in marketing. The growth of gamification has been on an upward trend. The inroads made in fields like product development and innovations are unsurprising.

So, what has fueled the rapid growth of gamification in North America?

Let’s first go back to the basics of gamification. For gamification campaigns to succeed, there must be high adoption and usage rates. Adoption and usage happen at the consumer’s touchpoints, that is, mobile or desktop devices.

The reason North America has witnessed a massive uptick in the growth of gamification is the proliferation of smartphone users. Approximately 290.64 million consumers in the US will have a smartphone by the end of 2024 (Digital Market Outlook). Better still, high penetration of internet usage has further propelled the greater usage of gamification. Gamification practitioners are also using social media management tools to interact with the target audience in North America.

When combined, these factors have continued to drive the massive use of gamification in North America. Experts predict that this region will record the highest usage of gamified systems in enterprise-level solutions. Most importantly, North America is projected to move towards the use of technologically advanced tactics in consumer involvement systems.

12. The Tilting Landscape

Gamification has been a permanent fixture in marketing, corporate learning, and training. However, gamification is slowly creeping into fields where people were skeptical about its adoption. For example, civic and political organizations were hesitant to embrace gamification. But it’s predicted that as gamification finds new meaning, its use in these fields will become more prevalent.

Moreover, gamification is going “deeper” in marketing. Marketers are churning out ideas that seek to make the desired behaviors enjoyable. Gamification practitioners are moving away from extrinsic to more intrinsic motivational design. As a result, gamification is approaching maturity.

Extrinsic motivational design thrives on the use of rewards and incentives. Even though the design can motivate the audience to start doing an action, the drive doesn’t last long. On the other hand, the intrinsic motivational design makes tasks enjoyable and rewarding. This way, the design guarantees long-term motivation and delivers meaningful results.

A Thought on Play

If anything, the coronavirus pandemic will be noted for how it forced humans to reflect, collect their thoughts, and challenge many things that they have simply taken for granted out of habit.

In particular, who would have thought that COVID-19 will force us to rethink the role of play in our lives? We did not think that play is crucial to survival, just a happy extension of our being. And yet as the pandemic raged on, play proved to be an inexhaustible font of power to combat boredom, stress, and loneliness.

People played alone, with friends and family, and even with strangers over the internet. People played at home and their chances of survival drastically improved as virus contact was brought to a minimum.

It’s a curious thing, a novel idea to think of play as a core survival resource—yet here it is even now in full display. It is such that the WHO urged people to stay indoors and spend their time playing video games.

And it was not alone. Shortly after, famous leaders lent their names and influence to the cause.

More others followed suit.

It is conceivable that the coronavirus would soon be gone. It is also possible that another one is on the horizon. In any case, humanity and its proclivity for play will be there to face whatever is ahead.

What are the ethical concerns around gamification?

While gamification offers numerous benefits, its application raises several ethical concerns that businesses, educators, and app developers need to consider:

• Exploitation of Vulnerabilities: Gamification relies on using rewards and competition to drive engagement, but this can exploit users’ psychological vulnerabilities. Some individuals may become overly motivated by points, badges, or other rewards, leading to unhealthy behavior, such as compulsive use or excessive spending, especially in gaming apps and social platforms.
• Manipulation of Behavior: Gamification can manipulate users by incentivizing certain behaviors and prioritizing business goals over user well-being. For example, using gamification to encourage excessive purchases or time spent on an app may not always align with users’ best interests, leading to a potential feeling of manipulation.
• Privacy Issues: Many gamified systems require data collection to monitor progress and personalize rewards. This can raise privacy concerns, especially if companies track sensitive information without explicit consent. Misuse or unauthorized sharing of personal data can damage trust and violate user privacy rights.
• Inequity Among Users: In some gamified systems, there may be inequalities between users who can afford to spend money on in-app purchases or upgrades and those who cannot. This could create a sense of unfairness, where high spenders have a significant advantage in achieving rewards or rankings, leaving others feeling disenfranchised.
• Overemphasis on Extrinsic Motivation: Gamification often focuses on extrinsic rewards (like points, badges, or leaderboards), which can undermine intrinsic motivation. Suppose users are constantly driven by rewards instead of genuine interest. In that case, the long-term impact on creativity, engagement, or learning may be diminished, making the experience less fulfilling.

What do these trends mean for small businesses?

In summary, the landscape is changing, personalization is making its way into gamification, and immersive technologies are having an impact. Mundane industries are reaping the biggest reward from gamification and empathy mapping is now a core design tool. Depending on your situation, you should proactively adjust your strategy for optimal benefits.

The trends we’ve highlighted are currently making waves in the business and corporate learning arena. Some of these trends will persist beyond 2021, but others will cease to dominate. We don’t have a crystal ball to accurately tell exactly how each gamification trend will pan out. Because of these, all you can do is prepare your business for the current trends.

What you should know is that gamification will remain an incredible innovation for employee and consumer engagement. To be on the safe side, create gamification campaigns focused on motivational intrinsic rewards. Besides, apply gamification elements to different platforms and have a targeted approach to the implementation.

Above all, we are in the modern era. Therefore, all your gamification efforts should be digitalized to weed out potential design and execution flaws. You can read our guide on the best gamification software systems to find a solution for your campaigns.

Key Insights

• Widespread Adoption Across Sectors: Gamification is being utilized in diverse sectors including education, retail, fitness, and even military recruitment.
• Employee Onboarding and Engagement: Gamified onboarding processes, like those used by Deloitte, significantly improve employee retention and productivity.
• Sales and Customer Training: Companies like Galderma and Extraco use gamification to train employees and educate customers, resulting in increased engagement and sales.
• Combatting Disinformation: Gamification is being used to promote correct information and combat misinformation, particularly during the COVID-19 pandemic.
• Investing Made Fun: Platforms like Robinhood are combining gaming elements with investing to make financial engagement more accessible and enjoyable.
• Mobile Apps and Social Media: Integration of gamification in mobile apps and social media is enhancing employee engagement, especially among younger generations.
• Virtual Reality in Education: VR-based learning, such as Stanford’s Ocean Acidification Experience, is making education more interactive and engaging.
• Personalization: The trend towards personalized gamification designs is growing, driven by advancements in AI and machine learning.
• Quantifying Results: Modern technologies are making it easier to measure and analyze the success of gamification efforts.
• Empathy Mapping: Incorporating empathy into gamification designs is becoming more prevalent, focusing on creating meaningful experiences.
• North American Market: North America leads in gamification adoption due to high smartphone usage and internet penetration.
• Changing Landscape: Gamification is expanding into new fields and shifting from extrinsic to intrinsic motivational designs.

FAQ

1. What is gamification and why is it important in business? Gamification is the application of game-design elements in non-game contexts to engage users and solve problems. It is important in business as it helps increase engagement, productivity, and loyalty among employees and customers.
2. How is gamification used in employee onboarding? Gamification in onboarding involves using game elements to make the process more engaging and effective. For example, Deloitte uses a zombie apocalypse-themed game to teach new hires essential skills, resulting in higher retention and productivity.
3. Can gamification help combat misinformation? Yes, gamification can be used to promote accurate information and combat misinformation. Brands have used gamified approaches to raise awareness and spread correct information, particularly during the COVID-19 pandemic.
4. How does gamified investing work? Gamified investing platforms like Robinhood combine gaming elements with financial activities to make investing more accessible and engaging. Users can trade stocks, earn experience points, and interact with others, making the investment process more enjoyable.
5. What role does virtual reality play in gamified learning? Virtual reality (VR) enhances gamified learning by providing immersive and interactive experiences. For example, Stanford’s Ocean Acidification Experience uses VR to educate users about environmental issues in an engaging way.
6. Why is personalization important in gamification? Personalization in gamification tailors the experience to individual users, making it more effective. It leverages AI and machine learning to adapt the game elements to the user’s preferences and behaviors, resulting in higher engagement and satisfaction.
7. How can businesses measure the success of their gamification efforts? Businesses can measure gamification success through various metrics such as engagement rates, performance improvements, and user feedback. Modern gamification platforms provide tools to track and analyze these metrics, allowing businesses to optimize their strategies.
8. What is empathy mapping and how is it used in gamification? Empathy mapping involves understanding and incorporating users’ emotions and experiences into the gamification design. This approach creates more meaningful and impactful experiences, enhancing user engagement and satisfaction.
9. Why is North America a leading market for gamification? North America leads in gamification due to high smartphone penetration, widespread internet access, and a strong focus on innovative marketing strategies. These factors contribute to the high adoption and usage rates of gamified systems in the region.
10. What are the future trends in gamification? Future trends in gamification include increased personalization, the use of VR and AR technologies, and a shift towards intrinsic motivational designs. As gamification matures, it will continue to expand into new fields and become more sophisticated.

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By Allan Jay

Allan Jay is FinancesOnline’s resident B2B expert with over a decade of experience in the SaaS space. He has worked with vendors primarily as a consultant in the UX analysis and design stages, lending to his reviews a strong user-centric angle. A management professional by training, he adds the business perspective to software development. He likes validating a product against workflows and business goals, two metrics, he believes, by which software is ultimately measured.