Gamification 2012 - 2017: Opportunities and Market Outlook for Next Generation Brand/Product Advertising through Embedded Gaming
Embedded gaming or "Gamification" is a next generation advertising approach in which gaming elements are integrated into a non-game environment. Gamification represents a promising strategy for public and commercial brands to increase customer activity, build loyalty, broaden reach and monetize assets. Mind Commerce projects Gamification growth to reach $3.6 billion by 2017. It is also estimated that by 2017, 80% of Global 2000 organizations will have gamified applications and/or processes. The goal of Gamification is to maximum user brand/product engagement through facilitation of entertainment in which the user interacts with the brand in a fun/pleasurable manner. One of the keys to success is to assess user behavioral patterns as a precursor to deploying optimal game mechanics that that align user likes, dislikes, expectations and behaviors. Optimal design is based on research into extrinsic motivators, intrinsic values and facilitation of long term engagement.