The gamification market growth​ is driven by increasing focus of the companies on monitoring level progress to improve performance of employees and engagement with customers. With in-house competitions, activity feeds, and progress bars, the gamification lets the enterprises boost and monitor their employees' performance. Likewise, customer-brand engagement can be improved through virtual currencies, avatars and storytelling, and virtual gifts.

Based on the end-user segment, the gamification market is categorized into banking, financial services, and insurance (BFSI); retail; healthcare; media and entertainment; education; information technology (IT) and telecom; and government. Of these, the retail category dominated the market during the historical period (2014–2019), due to the rising adoption of gamification solutions by retailers, to increase their brand loyalty and sales, by improving their customer engagement.

During the forecast period, the media and entertainment category is expected to display the fastest growth, by employing the technologies to raise subscriptions rate, understand customers' preference, create brand awareness, and promote new products. Regarding the regional performance, the North American gamification market generated the maximum revenue in 2019, and is expected to retain its dominance during the forecast period.

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It is due to huge investments in the IT sector, presence of several gamification startups, increasing demand for AI-enabled gamification solutions, earlier penetration of the technologies for product development and marketing than other regions, and surging focus of businesses on improving employee performance and customer engagement. Whereas, the Asia-Pacific (APAC) market is expected to demonstrate the fastest growth during the forecast period, due to the increasing penetration of smartphones and fast-paced digitization.

To expand their presence and product portfolios, players operating in the gamification market are opting for mergers and acquisitions. Therefore, the increasing focus on improving customer engagement is expected to propel the demand for gamification technologies during the forecast period.​​​