El mercado de la gamificación alcanzará los $22.9 millones en 2022

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  • Según un estudio publicado por P&S Market Research, se espera que el mercado global de gamificación alcance los 22.913 millones de dólares en 2022.
  • El mercado mundial de gamificación crecerá un 41.8% durante el período pronosticado, alcanzando los $22.913 millones en 2022.
  • El mercado global de gamificación se ha segmentado en función de la aplicación, el tipo de implementación, la solución y el usuario final.
  • Además de para los clientes, hoy en día, las empresas se están organizando cada vez más, y están incorporando tecnologías y métodos de gamificación para mejorar el proceso de aprendizaje de sus empleados.

Según un estudio publicado por P&S Market Research, se espera que el mercado global de gamificación alcance los 22.913 millones de dólares en 2022.

Según el estudio, el mercado mundial de gamificación crecerá un 41.8% durante el período pronosticado, alcanzando los $22.913 millones en 2022. Los factores que impulsan al mercado a crecer a este nivel incluyen la creciente participación de personas en las redes sociales, la alta adopción de la gamificación en las empresas y las instituciones, y la creciente penetración de gadgets y dispositivos de visualización.

El mercado global de gamificación se ha segmentado en función de la aplicación, el tipo de implementación, la solución y el usuario final y las ventajas de esta, incluida la motivación, y la participación de los clientes, han estado alentando a las organizaciones y a los individuos a utilizarla.

[section label=”América del Norte es el mayor mercado de gamificación” anchor=”América del Norte es el mayor mercado de gamificación”]

América del Norte es el mayor mercado de gamificación

Geográficamente, América del Norte ha sido el mayor contribuyente a los ingresos globales del mercado de gamificación. Sin embargo, es probable que las regiones en desarrollo, que incluyen Asia-Pacífico, América Latina y Oriente Medio y África, muestren un crecimiento más rápido durante 2016-2022 en comparación con las regiones desarrolladas de Norteamérica y Europa.

La población del Sudeste Asiático ha aumentado el nivel de entusiasmo digital, y esto se refleja en la rápida adopción del entretenimiento digital en la región, en el rápido crecimiento del mercado de teléfonos móviles, tablets y también de portátiles.

Casi el 95% de las personas en Singapur y Malasia tienen un ordenador personal o portátil. Además, el 64% de los usuarios de Internet de Indonesia utilizan regularmente las redes sociales, lo que supera el promedio mundial del 54%. Cada semana, más del 50% de los usuarios de Internet del Sudeste Asiático juegan a juegos online, y 6 de cada 10 de ellos juegan a través de las redes sociales.

Porcentaje_poblacion_del_Sudeste_Asiatico
Fuente: Vecdis. Datos de P&S Market Research

Por lo tanto, según el estudio de P&S Market Research, la creciente población en Asia-Pacífico, junto con el creciente interés de la gente por los juegos online, probablemente ayudará al mercado mundial de gamificación a alcanzar nuevos niveles de éxito.

[section label=”La pasión por el juego” anchor=”La pasión por el juego”]

La pasión por el juego

Mientras que el elevado interés de la gente por los juegos online y por las redes sociales está desempeñando un papel importante para aumentar el mercado global de la gamificación, la penetración, cada vez mayor, de los gadgets y de los dispositivos está actuando también como conductor para ayudar a su crecimiento. Las empresas e instituciones también están adoptando, cada vez más, el juego, lo que está impulsando el crecimiento del mercado significativamente.

La pasión por el juego, especialmente en el Sudeste de Asia, está creando una gran oportunidad para el mercado global de la gamificación. Además, la aplicación de gamificación tanto en la encuesta de consumidores como en las opiniones, probablemente creará una oportunidad para este mercado.

La gamificación, actualmente, tiene un impacto, cada vez mayor, en el aprendizaje, en comparación con los métodos tradicionales, ya que hace que los estudiantes se sientan más inspirados y motivados a través de puntos y recompensas.

Las instituciones educativas y las universidades también están utilizando la gamificación para impartir el aprendizaje a los estudiantes. Estos cambios de los métodos tradicionales a los técnicos de enseñanza están impulsando el crecimiento del mercado de la gamificación a nivel mundial.

Investigadores de la Universidad de Colorado realizaron un estudio para analizar el impacto de las simulaciones y de los juegos en los estudiantes adultos, y encontraron que la gamificación ofrecía un 14% más de conocimientos basados en habilidades, un 9% de mayor tasa de retención de conocimiento, y un 11% más de conocimiento factual que los métodos convencionales de aprendizaje.

Fuente: Vecdis. Datos de P&S Market Research
Fuente: Vecdis. Datos de P&S Market Research

[section label=”Tecnologías y estrategias” anchor=”Tecnologías y estrategias”]

Tecnologías y estrategias

Según el estudio de P&S Market Research, para mejorar la participación de los clientes, existen varias tecnologías y estrategias, que pueden incluir retroalimentación en tiempo real, puntos y puntuación, feeds de actividad, progreso de nivel, regalos virtuales, avatares, feeds de actividades, ser parte de la historia, monedas virtuales, barras de progreso y competir con los amigos.

Entre todas esas estrategias, el progreso de nivel es la técnica preferida por los participantes de gamificación, lo que indica el cruce de niveles de dificultad para alcanzar el siguiente nivel.

El mercado mundial de la gamificación ha sido testigo de un crecimiento continuo gracias a los esfuerzos de algunas grandes empresas, incluyendo Gigya Inc., Microsoft Corporation, Lithium Technologies Inc., Knewton, Badgeville Inc., Kuato Studios, BigDoor Inc., SAP SE, Bunchball Inc. y Cisco Systems Inc.

[section label=”La gamificación en el trabajo” anchor=”La gamificación en el trabajo”]

La gamificación en el trabajo

Actualmente vivimos en un entorno en el que los conocimientos que vamos adquiriendo nunca son suficientes, y eso exige estar en constante aprendizaje. Esta situación, se da sobre todo en el entorno laboral, ya que los conocimientos que actualmente tienen los empleados quedarán obsoletos en un plazo corto de tiempo, por lo que hay que incentivarles y motivarles a que estén siempre formándose y adquiriendo nuevos conocimientos.

Además de para los clientes, hoy en día, las empresas se están organizando cada vez más, y están incorporando tecnologías y métodos de gamificación para mejorar el proceso de aprendizaje de sus empleados. Los empleados que son entrenados a través de la tecnología de gamificación tienden a aprender a un ritmo más rápido, en comparación con los métodos de formación tradicionales. También se sienten motivados para aprender de tal manera y no presenciar el aburrimiento mientras aprenden.

[section label=”Fases para establecer una estrategia de gamificación en la empresa” anchor=”Fases para establecer una estrategia de gamificación en la empresa”]

Fases para establecer una estrategia de gamificación en la empresa

Según Signaturit, todo plan de formación debe seguir una estructura marcada para conseguir los objetivos que se han establecido en la organización, si se establece una estrategia de gamificación se deben tener en cuenta las siguientes fases:

Fuente: Vecdis. Datos de P&S Market Research
Fuente: Vecdis. Datos de P&S Market Research

La implementación de todas estas fases, según Signaturit, llevarán a unos beneficios muy importantes:

  • Aumentar la motivación en la participación de los planes de formación: Gracias a la gamificación se puede favorecer la motivación, ya que el contenido es más atractivo.
  • Mejorar la comunicación interna: Gracias a la motivación los empleados están más abiertos al feedback.
  • Impulsar el afán de superación: La experiencia positiva en los retos favorece a que los empleados quieran mejorar constantemente.
  • Recopilar datos de interés: Gracias a las actividades realizadas se pueden identificar los puntos fuertes y los puntos a mejorar de los empleados.
  • Fomentar el trabajo en equipo: Si los retos son en grupo eso favorecerá la unión y la cohesión entre los empleados.

[section label=”Casos de éxito” anchor=”Casos de éxito”]

Casos de éxito

Uno de los casos de éxito de una empresa que ha incorporado la gamificación para la formación de sus empleados es el de Deloitte.  En Deloitte crearon el programa Leadership Academy, en el que pusieron a disposición de sus equipos contenido formativo interactivo, que incluía vídeos instructivos para que la actividad resultase más atractiva y motivante.

También daban la posibilidad a cada empleado de personalizar sus propios planes de formación para adaptarlos a sus necesidades. Una vez iban superando sus “misiones” las podían ir compartiendo sus logros en sus redes sociales personales.

Asimismo, contaban con un elemento de competitividad al incorporar una tabla clasificatoria general, en la cual se mostraban a los mejores “alumnos” dentro de toda la organización.

Otro caso de éxito es el de Accenture, con su plan Accenture Land.  Este plan consiste en que sus empleados deben construir sus propias ciudades y consiguen premios si aciertan las preguntas que se plantean sobre consultoría.

Además, a la vez que juegan van teniendo acceso a determinados beneficios que pueden disfrutar por el hecho de formar parte de Accenture. También se incluyeron otras acciones con mecanismos de gamificación como Tu Bienestar (un programa de salud), Eco Challenge (fomento del compromiso medioambiental) o ReValorízate (herramienta de comunicación interna).

P&S MARKET RESEARCH. Global Gamification Market Size, Share, Development, Growth and Demand Forecast to 2022. Marzo de 2016. [consultado 24-08-2017]. Disponible en: https://www.psmarketresearch.com/market-analysis/gamification-market

NASDAQ GLOBENEWSWIRE. Gamification Market to Touch $22.9 Billion by 2022: P&S Market Research. 03 de agosto de 2017. [consultado 24-08-2017]. Disponible en: https://globenewswire.com/news-release/2017/08/03/1071818/0/en/Gamification-Market-to-Touch-22-9-Billion-by-2022-P-S-Market-Research.html

SIGNATURIT. Gamification: how to learn through games in companies. 29 de junio de 2017. [consultado 24-08-2017]. Disponible en: https://blog.signaturit.com/en/gamification-how-to-learn-through-games-in-companies

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