What is gamification?

Gamification is all about engaging and motivating your users through language, visuals, or interactive experiences. It can be as straightforward as giving a virtual pat on the back with an encouraging message like ‘You’re doing great, keep it up!‘ or it can involve more elaborate systems with points and rewards.

When we gamify a website or app, we’re not turning it into a full-fledged game. Instead, we’re integrating game mechanics into the design to boost user engagement, particularly when dealing with intricate or challenging tasks. It’s a smart strategy to keep users motivated and involved.

Why use it?

Gamification has proven highly successful for many organisations in both employee and customer-facing applications. Below are some of the statistics:

Predicted market growth

The gamification market was valued at:

  • $4.9 billion in 2016,
  • $12.7 billion in 2022, and is projected at
  • $87.58 billion by 2030 (USD).

The compound annual growth rate (CAGR) is projected at 27.3% from 2023 – 2030. (GlobeNewswire, Zippia)

Benefits in commerce and e-commerce

Queue-it compiled 79 loyalty program statistics to help justify gamification in the form of loyalty programs, product queues, and drops. Here are some of the highlights:

  • 15-25% annual revenue boost for retailers who use loyalty programs.
  • 84% of customers are more likely to purchase from a brand that offers a loyalty program, and
  • 50% of customers of brands with loyalty programs actively recommend those brands to others.
Gamification statistics

Benefits in education

Gamification has proven invaluable in education (Zippia):

  • 50% improvement in student productivity,
  • 34% improvement in student test scores, and
  • 40% improvement in skill retention.

Benefits for your workforce

The estimated cost of bored employees in the USA is around $550 billion annually (USD), averaging $15,000 per employee. Of those, 33% are looking to leave their jobs, with only 19% leaving for a better salary. (Forbes)

Gamification in the workplace and in training systems can be a helpful mechanism to engage with employees (Zippia):

  • 95% of employees prefer a gamified work experience.
  • 30% of employees find gamified e-learning more engaging.
  • 89% of employees are happier and more productive due to gamification at work.

For a deeper dive into gamification, view our article on gamification, its benefits and how to do is successfully.

Most of what we do revolves around user experience (UX), and gamification is no exception. Getting to know your audience is at the heart of creating user experiences that truly resonate. We embark on in-depth research, gather insights through user surveys, and dissect analytics data to unveil the distinct needs, preferences, and behaviours of your user base. Paired with your brand voice, this invaluable information helps us in crafting a solution that is optimised for user engagement, to deliver an intuitive and delightful experience for all user types.

Challenges are created, based on user tasks, audience, and how various user types are likely to react, to ensure maximum participation.

Encouragement and motivational mechanisms true to your brand are implemented, alongside context-appropriate statements to help users complete tasks.

We work closely with your team to create reward statements that speak from a familiar and genuine voice, and cheer users on in particularly difficult parts of the UX journey.

Aftercare is an important and often overlooked part of gamification, assuring users, managing fears, and providing logical next-steps at the end of every UX journey.

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