Brands adopt gamification in their strategies and invest more and more in this concept. Gamified applications tend to improve customer loyalty.

Gamification is becoming a mainstream trend


Althgouh gamification is not an entirely new concept, it seems like 2011 was the year of its true mainstreaming among brands and companies who are becoming more familiar with it. As infography from Big Door points out, 2011 was the first time a summit was entirely devoted to gamification, and more literature has been published on the topic than ever before. But the most significant sign of the mainstreaming of gamification was Gartner’s integrating it into its Hype Cycle. Gartner’s Hype Cycle shows at what stage a trend in its “hype cycle” – “technology trigger”, “peak of inflated expectations”, “through if disillusionment”, “slope of enlightenment” and “plateau of productivity”. According to Gartner, gamification is just about to reach the Peak of Inflated Expectations.  

Brands massively adopt the concept of gamification

In 2011, gamification has been fairly well adopted by brands – a trend that is expected to grow in the coming years. Venture funding invested $25 million in gamification in 2011, and Retail TouchPoints expects $2.8 Billion in direct spending on gamification by 2015. Moreover, according to Gartner Newsroom, 50% of organizations “that manage innovation processes will gamify those processes by 2015”.

Gamification significantely empowers loyalty

There are several levels at which brands can use gamification – the ultimate goal being increasing user engagement and retention. The most popular use of gamification is for “gamified applications”, more than gamified websites apparently. According to the BigDoor analytics, 70% of organizations will have at least 1 gamified application by 2014. Gamification reveals great advantages like customer loyalty. Indeed, according to Morris Interactive, gamification multiplies loyalty by 3.


By Delphine Prediger