Gamification in Business and Education

2023: Russian gamification market to grow by 27% in 2023

The Russian gamification market in 2023 will amount to at least 560 million rubles, having increased by about 27% compared to 2022. This was announced on July 21, 2023 by the representative of the international network of interactive entertainment "Claustrophobia," an expert on business gamification, a member of the Council of Entrepreneurs of Moscow Vladimir Zhiganov.

Gamification is the process of introducing game elements and mechanics into non-game processes, the result of which increases the involvement of participants. The result of such decisions is an increase in customer loyalty, an increase in sales and brand awareness. The process itself is based on a person's needs for competition and competition, a positive perception of the game as such, which has been laid down since childhood.

The volume of the domestic market in 2022 reached at least 440 million rubles. And according to the results of the current, based on the dynamics, it will reach at least 560 million rubles. Thus, an increase of 27% is expected, - said Vladimir Zhiganov.

According to him, the annual growth of the world market from 2021 is about 25%.

As Zhiganov noted, in Russia, the most proactive and in-depth use of game mechanics in processes is carried out in such areas as online commerce, online education and financial technologies. Their leadership position in this direction is one of the factors that contribute to the growth of the Russian market, he said.

According to him, the introduction of gamification in all life spheres is inevitable after the completion of all the processes of the fourth industrial revolution.

Despite the fact that within the framework of the global market, digitalization can be considered completed, in our country, due to its large area, the processes of Industry 4.0 are still at the final stage of widespread distribution. However, we are already seeing the first signs of the start of the fifth industrial revolution, including, for example, personalization. The origins of this phenomenon grow from direct gamification tools (progress scale, achievement levels, scoring system, etc.). Therefore, we can safely say that the future is already here, - the expert believes.