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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.

This research includes:

  • Gamification business model analysis
  • In-depth analysis of Gamification solution and dynamics
  • Analysis of thirty two companies involved in Gamificiation
  • Case study analysis of brands capitalizing upon Gamification
  • Analysis of Gamification market trends and market projections 2012 – 2017
  • Analysis of potential benefit metrics and non-metrics of Gamification for Brands
  • Gamification process analysis including game mechanics, design techniques, and features
  • Guidelines for Brands, Vendors, Service Providers, and Investors to realize optimal success with Gamification
  • Feasibility assessment of Gamification solutions across various industries (education, enterprise, healthcare, education, entertainment) As a complement to this valuable report, Mind Commerce provides Gamification consultancy services including:
  • Design a deployment solution with operational support
  • Define ROI measurement & tracking metrics from Gamified solution
  • Develop cross channel marketing solutions identification and implementation
  • Identify the specific Gamification potential for your industry, product or service
  • Identify game mechanics for your product or service that will act as extrinsic motivators
Companies in Report:

Vendor Platforms: Gamify.it, Badgeville, Bunchball, Bigdoor, CrowdTwist, Cynergy, SpectrumDNA, Reputely, IActionable, Scvngr, Manumatix, Leapfrog, beintoo, Objective Logistics, Rypple, CloudCaptive, Arcaris, Gigya, Gamisfaction, Play Nicely, Punchtab, Keas, RepTivity, Fusion, Badgy, Bulbstorm, Crowd Factory, FanGager, RoarEngine, Hoopla, Kitzy, and Snowfly

Brands, Service/Product Providers and others: XboxLive, Foursquare, Gowalla, Getglue, LinkedIn, Salesforce, Mint, Checkpoints, Shopkick, Hallmark, Starbucks, NIKE, Buffalo Wild Wings, Microsoft, American Airlines, Sundance Film Festival 2011, Nextjump, Speed Camera Lottery, Psych, NBC, Universal, Playboy, CrowqTap, RecylceBank, eBay, Amazon, Debhub, Playgen, Metycoon, Zynga, Cadbury, TFL Chromaroma, Bunchball, MOGL: Dinning Out, Nissan, Siemens, Hilton, SAP, BMW, Mashable, COCA COLA, Ask.Com, Google, and Facebook

Key Findings:
  • Gamification ranks 4th in Top Digital Marketing Trends for 2012
  • The Gamification market is anticipated to reach $ 3.6 billion by 2017
  • Mobile platform gamification is expected to increase by 90% in USA by 2017
  • For global 2000 organizations
  • 80% will gamify products or services by 2017
  • 70% will gamify enterprise process by 2017
Select industry metrics:
  • The entertainment industry currently holds the lead in Gamification market (45% market position)
  • The education, healthcare and financial sector will increase dramatically but will not overtake entertainment by 2017
Target Audience:
  • Mobile network operators
  • Content providers and intermediaries
  • Digital marketing agency or consultants
  • Internet and mobile based solution providers
  • Brands, advertisers, portals, and media companies
  • Mobile commerce application and service providers
  • Social gaming, mobile gaming and social commerce developers
  • System integrators, consultants, and professional service providers
  • Gamification platform and infrastructure providers (equipment, software, and services)


General Methodology

Mind Commerce Publishing's research methodology encompasses input from a wide variety of sources.

We rely heavily upon our Subject Matter Experts (SME) in terms of their market knowledge, unique perspective, and vision. We utilize SME industry contacts as well as previous customers and participants in our market surveys and interactive interviews.

In addition, we rely upon our extensive internal database, which contains modeling, qualitative analysis, and quantitative data. We review secondary sources and compare to our primary sources to update previous findings (for prior version reports) and/or compile baseline information for technology and market modeling.

We share preliminary models with industry contacts (select previous clients, experts, and thought leaders) to verify the veracity of initial modeling. Prior to final report production (analysis, findings, and conclusions), we engage in an internal review with internal SMEs as well as cross-expertise, senior staff members to challenge results.

We believe that forecasts should be prepared as part of an integrated process which involves both quantitative as well as qualitative factors. We follow the following 3-step process for forecasting.

Forecasting Methodology

Step 1 - Forecasts Input: The inputs for the present and historical revenues are derived from industry players. Financial and other quantitative data for individual sub-market categories are derived from original research and tested with interviews with major industry constituents.

Step 2 - Forecasting of Future Years: Mind Commerce extends forecasts based on a variety of factors including demand drivers as well as supply side data. Key success factors and assumptions are considered.

Step 3 - Validation of Data: The final step is to validate projections, which is accomplished in consultation with both internal and external industry experts, including both topic and regional experts. Adjustments are made to the forecasts based on factors identified throughout this process.


1.0 Executive Summary
2.0 Gamification Concept: How It Works?
3.0 How Gamification Evolved?
4.0 Gamification: A Buzzword, Bullshit Or Reality?
5.0 Gamification Is More Than Mere Marketing!
6.0 Gamification Vs. Serious Games
7.0 Game-based Marketing And Gamification
8.0 Emerging Technology Hype Cycle And Gamification
9.0 Top Digital Marketing Trend 2012 & Gamification
10.0 Gamification Process & Building Blocks
10.1 Game Design Technique
10.1.1 5 Rules To Follow Before Game Design
10.1.2 Game Dynamics To Use During Game Design
10.2 Game Mechanics
10.2.1 5 Commonly Used Game Mechanics
10.2.2 Attributes Of Game Mechanic
10.3 Game Feature
11.0 Gamification Benefit Analysis
11.1 Gamification Metrics
11.2 Gamification Non-metrics
12.0 Gamification Platform Analysis
12.1 Gamification Platform Disruption: A Timeline Track
12.2 12 Leading Gamification Platform Of 2012
12.3 32 Gamification Platform Metrics (Leading 12 + Other 20)
12.4 Gamify Vs. Badgeville: Comparative Platform Analysis
13.0 Social Web Engineering & Gamification
14.0 Lbsn (Location Based Social Networking) And Gamification
15.0 Fcommerce, Social Media, And Gamification
16.0 Gamification Business Value Driver Metrics
16.1 Who Participates In Gamification?
16.2 Tracking Participant Statistics Drive Participation
16.3 Participation Drives Business Value
16.4 Business Value Metrics 1: A Community Of Members Or Fans
16.5 Business Value Metrics 2: Building Brands
16.6 Business Value Metrics 3: Driving Engagement And Loyalty
16.7 Business Value Metrics 4: Motivating Behavior
17.0 Gamification: A Real World Dilemma
18.0 Gamification Industry Analysis
18.1 Gamification Application Service Horizon
18.2 Industry Horizon
18.2.1 Art Industry
18.2.2 Commerce Industry
18.2.3 Education Industry
18.2.4 Entertainment Industry
18.2.5 Environment Industry
18.2.6 Design Industry
18.2.7 Government Industry
18.2.8 Health Industry
18.2.9 Gamification Of Life
18.2.10 Marketing Industry
18.2.11 Mobile Industry
18.2.12 News Industry
18.2.13 Social Goods Industry
18.2.14 Website Industry
18.2.15 Work Industry / Enterprise Gamification
18.2.16 Transport Industry
18.2.17 Transition Industry
18.2.18 Science Industry
19.0 Brand Capitalizing Gamification: A Critical Analysis Of 15 Brands
19.1 Xbox Live
19.2 Foursquare
19.3 Gowalla
19.4 Getglue
19.5 Linkedin
19.6 Salesforce
19.7 Mint
19.8 Checkpoints
19.9 Shopkick
19.10 Hallmark
19.11 Starbucks
19.12 Nike
19.13 Buffalo Wild Wings
19.14 Microsoft
19.15 American Airlines
20.0 Gamification Case Analysis
20.1 Foursquare
20.2 Gowalla
20.3 Sundance Film Festival 2011
20.4 Nextjump: Get Fit
20.5 Speed Camera Lottery
20.6 Psych & Nbc/Universal And Playboy
20.7 Crowdtap: Make Research & Evangelism Count
20.8 Recyclebank: Save The Planet
20.9 Farmville
20.10 Ebay
20.11 Devhub
20.12 Playgen’s Metycoon
20.13 Getglue
20.14 Cadbury: Spots And Stripes
20.15 Tfl: Chromaroma
20.16 Frequent Flyer Programs
20.17 Starbucks
20.18 Nike+
20.19 Bunchball
20.20 Mogl: Dining Out
20.21 Enterprise Gamification: Nissan's "Eco Mode" Dashboard
20.22 Enterprise Gamification: Siemens Plantville And Hilton's Embassy Suites
20.23 Enterprise Gamification: Sap
20.24 Bmw: “the Ultimate Drive” App
20.25 Badgeville
20.26 Mashable: News Gamification
20.27 Coke Freestyle
20.28 Six Flags Parks And Ask.Com
20.29 Salesforce.Com
20.30 Zynga’s Privacy Ville
20.31 Google
20.32 Facebook
21.0 Gamification Trend 2012
21.1 On Google Search
21.2 New Marketing Strategy
21.3 Health Gamification And Medical Marketing Gets High Momentum
21.4 Gamification As Means To Overcome Commuter Blues
21.5 Banks Using Gamification
21.6 Environment And Energy Marketing On Top Trend
21.7 Education Getting Gamified
21.8 Youth Development With Gamification
21.9 Restaurant Loyalty Program Getting Popularity
21.10 Gamification Is In Super Bowl Contest
21.11 Gamify Tv: Entertainment Industry Peak
21.12 Bazaarvoice And Badgeville Partnership
22.0 Gamification Business Model
22.1 Questions Before Business Model
22.2 Generic Model
22.3 Rypple Freemium Model
22.4 Revenue Charging Model
23.0 Gamification: 12 Month Trend Analysis Of 2011
23.1 January: Reality Gets Better
23.2 February: Health Sets The Pace
23.3 March, April & May: Spring Shoots
23.4 June & July: Summer Of Funding
23.5 August: Going Deep
23.6 September: Maturing
23.7 October & November: Gamification Goes Mainstream
23.8 December: A Look To The Future
24.0 Gamification Trend Prediction 2012
24.1 Gamification Grows Up
24.2 Focus On Business Results
24.3 Gamification Spreads Across All Industries
24.4 User Reputation Across All Digital Touchpoints
24.5 Training Compliance Gets Gamified
24.6 Employee Recognition Also Gets Gamified
24.7 Gamification Gets Social
24.8 Gamification Consulting Is A Big Business
24.9 The Analytics Industry Is Disrupted By Gamification
24.10 Badgeville Will Continue Its Reign As The Leader In Gamification
24.11 High-end Handheld Console Gaming Market May Embrace Gamification
25.0 Gamification Market Projection 2012 – 2017
25.1 Gamification Market Value In Spending 2012-2017
25.2 Gamification: Us Vs. Other Market 2012 – 2017
25.3 Gamification: Internet Vs. Mobile Platform 2012 -2017
25.4 Web Service Vs. In-app Vs. In-game Gamification 2012 - 2017
25.5 Industry-wise Gamification 2012 – 2017
25.6 Gamification Adoption Curve By Industry 2012 - 2017
25.7 Industry Objective With Gamification 2012 – 2017
25.8 Gamify Service Adoption By Global 2000 Organization 2012 - 2017
25.9 Social Media Marketing Vs. Gamification Spending 2012 – 2017
25.10 Average Vendor Charge For Gamification 2012 – 2017
25.11 Y2d Vendor Revenue Growth Projection 2012 – 2017
25.12 Gamification User Statistics 2012 - 2017
25.13 Average Outcome Of Using Gamification
25.14 Social Gamer Vs. Gamification User 2012 – 2017
25.15 Spending On Gamification Start-up 2011 - 2017
25.16 In-game Ad Vs. Gamification Spending 2012 - 2017
25.17 Enterprise Gamification Adoption 2012 – 2017
26.0 Conclusions And Recommendations
26.1 Recommendation For Brands
26.2 Recommendation For Vendors And Consultant
26.3 Recommendation For Incumbents And Investors

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