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Gamification Market Research by Kira Downer

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This research was presented to undergraduates at the University of Brighton s part of a placements conference on Friday May 5th 2019.

This presenation shares data collected from 117 respondents to a Market Analysis survey and some recommendation for my placement company, Gamification+

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Gamification Market Research by Kira Downer

  1. 1. An Analysis of the Gamification Market Name: Kira Downer Placement Company: Gamification+
  2. 2. What is gamification? • Gamification is described as “the process of making activities more game- like”. [Werbach, 2014] • When I speak to people and describe it for the first time, I say, “gamification is the use of game psychology to motivate people.”
  3. 3. Gamification+ • Gamification+ is a B2B gamification consultancy offering services such as strategy, training and speaking (Gamification+, no date). Gamification+ is based in Brighton, UK, but offers its services globally. • As a service provider, branding and understanding of market position holds incredible value for brand perception for potential customers [de Chernatony et al, 2011) and Gamification+ seeks to mitigate the effects of a maturing market by segmenting and securing a more precise market niche.
  4. 4. I started as a social media intern • I had difficulty in working out what I should post… • Heard about this thing called content marketing, but wasn’t sure who we should be aiming at… because Gamification+ doesn’t have a specific niche.
  5. 5. Survey into a workshop • I decided a great way to work out a market niche for gamification would be to gamify it! • Using initial findings from a survey to fuel the second part of the project which I will go into later.
  6. 6. Literature Review
  7. 7. Who answered my initial survey… • 117 respondents • Mainly friends and family • Lots of people in the gamification industry • We have a company newsletter where I sent out the survey • Shared on LinkedIn, Facebook,Twitter, Instagram, therefore, many of the respondents work in retail and are business professionals which I am aware could have affected my results.
  8. 8. Who in this room plays games?
  9. 9. This is how my survey respondents answered this question 82 16 0 10 20 30 40 50 60 70 80 90 Yes No Do you play games?
  10. 10. When people don’t play games, this is why 7 1 3 0 1 2 3 4 5 6 7 8 Time Never played Disinterest Don't play games because…
  11. 11. What market reports suggest • Expect industry to be worth between $11.1 billion and $22.9 billion over the next 3 years. • (Mordor Intelligence, 2018) (Markets and Markets, 2016) (Statista, 2016) (Prescient & Strategic Intelligence, 2016).
  12. 12. What Gamification+ aims to do with this information • Establish a better niche in the market. • Company has been around in some form or another for 19 years and rebranded in 2015 as Gamification+. • Company is based in Brighton, England, which is a maturing market for Gamification.
  13. 13. Would you consider making use of gamification in your sector or department? 3 3 27 31 9 13 0 5 10 15 20 25 30 35 Definitely not Probably not Might or might not Probably yes Definitely yes We already do Would you consider making use of gamification in your sector or department? 93% of individuals already have a solution, or are at least interested in learning more
  14. 14. Which industries are already being looked after? 0 6 2 2 9 3 6 3 4 1 5 6 0 4 4 2 1 2 2 0 0 2 4 6 8 10 Agriculture and Mining Business Services Computer and Electronics Consumer Services Education Energy and Utilities Financial Services Government Health, Pharmaceuticals, and Biotech Manufacturing Media and Entertainment Non-profit Real Estate and Construction Retail Software and Internet Telecommunications Transportation and Storage Travel Recreation and Leisure Wholesale and Distribution Other Which of the following industries does your company provide gamification solutions to? (Multiple choice)
  15. 15. What industry do you work in? 0 15 3 0 11 0 6 10 6 0 1 2 3 2 17 6 0 1 1 1 5 13 0 2 4 6 8 10 12 14 16 18 Agriculture and Mining Business Services Computer and Electronics Consumer Services Education Energy and Utilities Financial Services Gamification Government Health, Pharmaceuticals, and Biotech Manufacturing Media and Entertainment Non-profit Real Estate and Construction Retail Software and Internet Telecommunications Transportation and Storage Travel Recreation and Leisure Wholesale and Distribution I'm a student and I do not work part time Other
  16. 16. Where the 3 previous slides interact 0 2 4 6 8 10 12 14 16 18 Agriculture and Mining Business Services Computer and Electronics Consumer Services Education Energy and Utilities Financial Services Gamification Government Health, Pharmaceuticals, and Biotech Manufacturing Media and Entertainment Non-profit Real Estate and Construction Retail Software and Internet Telecommunications Transportation and Storage Travel Recreation and Leisure Wholesale and Distribution I'm a student and I do not work part time Other ChartTitle Which industries are already being looked after We already do Might or might not + Work in what industry
  17. 17. Initial recommendations… industries overpopulated 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 Health, Pharmaceuticals, and Biotech Energy and Utilities Which industries are already being looked after We already do Might or might not Work in what industry
  18. 18. Initial recommendations… not enough data 0 1 1 1 0 0 1 2 1 1 1 1 2 2 1 2 1 2 3 1 0 0 0.5 1 1.5 2 2.5 3 3.5 Telecommunications Transportation and Storage Travel Recreation and Leisure Wholesale and Distribution Consumer Services Energy and Utilities Manufacturing Real Estate and Construction Which industries are already being looked after We already do Might or might not + Work in what industry
  19. 19. These are looking the best 15 3 11 6 6 2 3 2 17 6 11 3 7 4 4 1 3 2 10 1 2 0 2 1 0 0 0 0 0 3 6 2 9 6 3 5 6 0 4 4 0 2 4 6 8 10 12 14 16 18 Business Services Computer and Electronics Education Financial Services Government Media and Entertainment Non-profit Real Estate and Construction Retail Software and Internet The best three industries Work in what industry Might or might not + We already use gamification Which industries are already being looked after 73.33… 58.82… 66.66…
  20. 20. Here is my recommendation for gamification+ •Continue to specialize in B2B business services. •Develop gamified niching process to more deeply discover which particular area of business Gamification+ should target its services at.
  21. 21. Thank you, any questions? • Follow me on… • Twitter: https://twitter.com/totally_kira • Instagram: https://www.instagram.com/totallykira/ Connect with me on LinkedIn:
  22. 22. Feedback from academic supervisors More about gamification • Dedicate more of the research to exploring gamifications and it’s many definitions • Describe the other applications that gamification has (outside of B2B) • How do potential clients already use gamification? Context • This research is perhaps more about ‘how to grow a business within the context of the gamification industry’. • Define what an industry niching process is -Draw upon examples from other industries Niching • Explore Porters 5 forces • Why do people come to a niche provider over a larger company
  23. 23. References • Markets and Markets. (2016) ‘Gamification Market’. [Market Report] marketsandmarkets.comAvailable at: http://bit.ly/2ScCNh2 Accessed: 26 Jan. 2019 • Mordor Intelligence. (2018) ‘Gamification Market Size’. [Market Report] mordorintelligence.com Available at: http://bit.ly/2Sctg9S Accessed: 26, Jan. 2019 • Prescient & Strategic Intelligence. (2016) ‘Gamification Market Overview.’ [Market Report] psmarketresearch.com Available at: http://bit.ly/2B9yjOQ Accessed: 29, Jan. 2019 • Statista.com (2019) ‘Value of the gamification market worldwide in 2016 and 2021 (in billion U.S. dollars)’ [Market Report] statista.com Available at: https://www.statista.com/statistics/608824/gamification-market- value-worldwide/Accessed: 29,Apr. 2019 • Werbach, K. (2014) ‘(Re)Defining Gamification: A Process Approach.’ In: Spagnolli A., Chittaro L., Gamberini L. (eds) PersuasiveTechnology. PERSUASIVE 2014. Lecture Notes in ComputerScience, vol 8462. Springer, Cham
  24. 24. Bibliography • 1. Chartered Association of Business Schools. (2015) ‘Ethics Guide 2015.’ [Online] Chartered Association of Business Schools. Available: http://bit.ly/2GijPiKAccessed: 03, Feb. 2019 • 2. Al-Mossallami, M. (2014) ‘Why does the public’s perception of academic research matter?’ [Website] UniversitiesUK.com Available at: http://bit.ly/2WDzgrM Accessed: 29, Jan. 2019 • 3. BusinessDictionary.com. (No date) ‘Mature Market’. [Web page] WebFinance, Inc. Available at: http://bit.ly/2WxrX4W Accessed: 29, Jan. 2019 • 4. De Chernatony, L., McDonald, M.,Wallace, E. ‘Creating Powerful Brands.’ [Book] (4th ed.). Butterworth-Heinemann: Netherlands • 5. Enago Academy. (2018) ‘The Consequences of Flawed Research.’ [Website] enago.com Available at: http://bit.ly/2MKNq5RAccessed: 03, Feb. 2019 • 6. Gamification+. (No date) ‘Our Services’. [Website] gamificationplus.uk Available at: http://bit.ly/2t0LDAt Accessed: 03, Feb. 2019 • 7. Hague, P., Harrison, M. (No date) ‘Market Segmentation in B2B Markets.’ [Website] b2binternational.com Available at: http://bit.ly/2GgqZ78 Accessed: 02, Feb. 2019 • 8. Huotari, K., Hamari, J. (2012) ‘Defining gamification: a service marketing perspective.’ [Conference Article] 16th International Academic MindTrek Conference. Available at: http://bit.ly/2RqOJaT Accessed: 30, Jan. 2019 • 9. Kitson, A, Harvey G, McCormack B. (1998) ‘Enabling the implementation of evidence based practice: a conceptual framework.’ [Academic Journal] BMJ Quality & Safety Accessible at: http://bit.ly/2CRMEiW Accessed: 29, Jan. 2019 • 10. Kumar, J. (2013) ‘Gamification at Work: Designing Engaging Business Software.’ In: Marcus A. (eds) ‘Design, User Experience, and Usability. Health, Learning, Playing, Cultural, and Cross-Cultural User Experience.’ Lecture Notes in Computer Science, vol. 8013. Available at: http://bit.ly/2sW8TQ7 Accessed: 30, Jan. 2019
  25. 25. Bibliogrpahy • 11. Lister, C., West, JH., Cannon, B., Sax, T., Brodegard, D. (2014) ‘Just a fad? Gamification in health and fitness apps.’ [Academic Journal] JMIR Serious Games. Available at: http://bit.ly/2G9JLx6 Accessed: 30, Jan. 2019 • 12. Markets and Markets. (2016) ‘Gamification Market’. [Market Report] marketsandmarkets.com Available at: http://bit.ly/2ScCNh2 Accessed: 26 Jan. 2019 • 13. McCallum, S. (2012) ‘Gamification and serious games for personalized health.’ [Book] Stud Health Technol Inform. • 14. Meloni, W. (2011) ‘Gamification – Level 1’. [Presentation] Gamification Summit. Available at: http://bit.ly/2DCVxOZ Accessed: 26, Jan. 2019 • 15. Mordor Intelligence. (2018) ‘Gamification Market Size’. [Market Report] mordorintelligence.com Available at: http://bit.ly/2Sctg9S Accessed: 26, Jan. 2019 • 16. Nah, F., Zeng, Q., Telaprolu, V., Ayyappa, A., Eschenbrenner, B. (2014) ‘Gamification of Education: A Review of Literature.’ [Conference Paper] International Conference on HCI in Business. Available at: http://bit.ly/2CVhpmR Accessed: 30, Jan. 2019 • 17. Prescient & Strategic Intelligence. (2016) ‘Gamification Market Overview.’ [Market Report] psmarketresearch.com Available at: http://bit.ly/2B9yjOQ Accessed: 29, Jan. 2019 • 18. Prince, J. (2013) ‘Gamification’ [Academic Journal] Journal of Electronic Resources in Medical Libraries. Available at: http://bit.ly/2WrFvil Accessed: 29, Jan. 2019 • 19. Rosenberg, N. (2009) ‘Why do firms do basic research (with their own money)?’ [Academic Journal] World Scientific Available at: http://bit.ly/2FZC8dr Accessed: 20, Jan. 2019 • 20. Sami Hyrynsalmi, S., Smed, J., Kimppa, K. (2017) ‘The Dark Side of Gamification: How We Should Stop Worrying and Study also the Negative Impacts of Bringing Game Design Elements to Everywhere.’ [Conference Paper] GamiFin. Accessible at: http://bit.ly/2RojJrW Accessed: 29. Jan. 2019 • 21. Scicluna, C. (2017) ‘Gamification is a fad. Shall we call it Motivational Design?’ [Website] Medium.com Available at: http://bit.ly/2MIwAUU Accessed: 30, Jan. 2019 • 22. Xu F., Weber J., Buhalis D. (2013) ‘Gamification in Tourism.’ [Conference Paper] Information and Communication Technologies in Tourism. Available at: http://bit.ly/2TuuXg8 Accessed: 29, Jan. 2019

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