Global Gamification Market Study Shows Driving Need to Engage Consumers

Reported in a new global Gamification Market Study Shows Driving Need to Engage Consumers

Thanks to Kevin Shane for this – and he is right – it is time to get marketing to be more active. In fact, this is one of the letters in the BE GREAT system. A = Active marketing.
And he is so right. Brands can no longer just expect to be consumed. We must get out there and add value with #greatmarketing and one very powerful way is to be gamification especially through the mobile experience.
TechNavio, a research wing of Infinity Research, released a 40-page marketing report in November 2012.  The study examines the expected role of Gamification in the North American, European and Pacific Rim areas. The purpose of the research was “to aid decision makers’ understanding of the present and future landscape of the market.”

And the landscape’s terrain is populated by social media and networking.

The market report projects that worldwide dominance of social media and other networking sites (e.g., Facebook and LinkedIn) will continue. Further, social networking, collaboration and sharing of content continue to “gain traction in the global Gamification market.”

Businesses worldwide are expected to hop on board the Gamification train.

As social media marketing begins to spread as an enormously cost-effective market outreach and advertising platform, look for social networks to add Gamification apps to attract and engage their customers. Why? Because social network applications with Gamification apps are more engaging to customers “in a collaborative and meaningful conversation in real time.” In short, they are simply more fun and interesting–and occurs in the present.

Businesses need to work on customer engagement.

What’s driving the global Gamification trend is that, as e-commerce becomes more and more robust and popular, businesses need to work more on transforming customer participation from passive to active.

What does Gamification do for the business? As customers become active participants in Gamification apps, the enterprise gleans, among other things, real-time insight and information on just what the customers want to buy now and in the future. It’s all about marketing strategies and bringing the products to the forefront by continually engaging the consumer.

So many options, but what is the solution?

The report does not cite any quick fixes in achieving more customer engagement. Global Gamification is but one of the tools available to marketers in the volatile world of e-commerce. However, Gamification will remain in the mix of the wide variety of solutions as the world business leaders continue to cope with challenges and the flow and ebb of e-commerce.

Nevertheless, the future of Gamification in marketing and advertising is bright. One researcher, Mind Commerce, predicts that the Gamification product market will reach $3.6 billion in the next five years. They also estimate that within that same time period, 80 percent of Global 2000 enterprises will use Gamification apps or processes.

Embedding gaming in marketing and advertising will continue to follow the upward trend of social networking. Gamification is definitely a promising strategy to increase customer interaction and loyalty.

Know I love gaming…and business. So perhaps I should launch a mobile gaming business..

Know I love gaming…and business. So perhaps I should launch a mobile gaming business..

I would be in good company if I did. As Zynga seems to be doing rather well.

Zynga Game Network is the #1 social gaming company on the Web. Zynga was founded specifically to add a social element to casual online games. 

A great principle. Which I think I can take into the Business to Business realm with a novel twist. Because people  love games, and people (even business people) love them most when were playing with / against friends! Social games provide a more fun, competitive and contagious experience. Zynga delivers on the promise of social networks, making it easy to connect with old friends and make new ones. But what it doesnt do is allow brands to make games mini promotional tools for them…. It also has rather needed Facebook to be successful.

However, Zynga has just unveiled a new platform intended to eliminate fragmentation and allow gamers to play Zynga games across different operating systems and portals such as Google’s (NASDAQ:GOOG) Android,  Apple’s (NASDAQ:AAPL) iOS, Facebook, Google+ and the Web.

During its Zynga Unleashed event today, the company introduced the multiplayer feature that lets multiple gamers across a variety of devices play with, or against, one another simultaneously.  

In addition, the company hopes to grow its collection of games, especially for mobile, with a new Zynga API that allows third-party developers to create games for Zynga. In conjunction with this initiative, Zynga introduced a partner program to bring more developers into the ecosystem and social network, separate from Facebook.

Zynga’s announcements today aren’t surprising considering the company has repeatedly said it wanted to reduce its reliance on Facebook and grow its presence in mobile  Zynga accounted for 15 percent of Facebook’s first quarter revenue.  

The company also reported that it has 292 million users and 22 million mobile users.

So the growth area is mobile with a nod to social.

As i blogged about many years ago – it’s all going to go LosoMopho.

It’s just what bits will go first. i.e. Location, Social, Mobile and Photo.

Perhaps it is more PhoMoSolo 😉