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+

1. An Analysis of the
Gamification Market
Name: Kira Downer
Placement Company: Gamification+

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. 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. 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. 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. Literature Review

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. Who in this room
plays games?

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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